The Succeeding in the Omnichannel Age report, produced by Econsultancy in association with Adobe, looks at the extent to which organisations take an integrated approach to marketing across different channels and use cross-channel campaign management tools.
The report is based on a global survey of 2,065 digital marketers and ecommerce professionals carried out in July and August 2016, and follows up on a similar waves of research from 2015 and 2013.
The following sections are featured in the report:
- Mixed progress on the path to integration
- Solving the data challenge
- The omnichannel imperative
- Behind the mobile curve
- Operationalising the real-time experience
- Campaign management tools: the state of play
- While companies are 29% more likely to take an integrated approach to all their campaigns across all channels compared to last year, the proportion of those saying that none of their marketing campaigns are integrated has more than doubled over the last three years.
- It’s clear that data deficiencies exist, with only 12% being able to join online and offline data and just a quarter claiming to have a single customer view.
- More than half of organisations have separate technologies for managing data across channels. These separate technologies are the most significant barrier to integration (51%), followed by the inherently linked problem of disparate data sources (40%).
- Only 5% of those surveyed say they have a single platform that manages data across multiple channels and these companies are twice as likely to take an integrated approach to all campaigns across all channels as those with separate technologies.
- Omnichannel marketing is well-supported at a senior level, with only 15% saying that buy-in is a top-three barrier, and 5% ranking it as the biggest obstacle.
Econsultancy’s Digital Intelligence Briefings, sponsored by Adobe, look at some of the most important trends affecting the marketing landscape.