This new, independent research from the IAB and Winterberry Group reveals that Marketers are still divided over which technology will solve their key challenges - how to gather, merge and manipulate cross-channel data.
'Marketers are on a journey to unlock the power of their data by unifying it across desktop, mobile, CRM, email, point-of-sale and more.
Their vision is to create a seamless experience for customers, but many brands are stuck in first gear because of the complex and difficult task of connecting massive amounts of fragmented data,'
Mike Sands, CEO, Signal.
In this report executive-level marketers and key experts mainly from North America, working in the advertising, marketing, media and technology industries gave their views and goals for cross-channel marketing, and how to extract the value of data along with the challenges of technology.
There was no clear preference of 'Integrated (stack-approach)' which manages multiple functions in one platform vs 'Independent model' with a focus on one or a handful of specialisms. 30% of respondents had 'no preference for integration' and 15% were planning on using an 'independent solution'.
We know that a single system will never a sole solution across marketing and requires additional factors. It's the old saying that it's only as good as the data, the people, the processes, the strategy and it goes on.. The research supports this, and highlights that businesses are looking for 1. improved system integration 2. Better processes for data sharing and 3. skilled colleagues to drive their strategy.
For the full report you can download Winterberry Group's Report on 'Marketing Data Technology: Cutting Through the Complexity, January 2015 ' (registration is required).
By Susanne Colwyn
Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.
Turbocharge your results with this toolkit containing 11 resources
The Digital Marketing Strategy And Planning toolkit contains:
Start your Digital Marketing Plan today with our Free membership.
Recommended Blog Posts
Evaluating technology options for innovation in marketing – do you know your Hype Cycles? If you’re involved in marketing strategy development, you will be constantly making judgments and reviewing with colleagues which digital technology innovations are most relevant to your …..
How to strategically manage your marketing spend with 8 integrated simple marketing budget templates Setting strategic and channel direction, working toward commercial objectives and KPIs, and monitoring your success is great. But if you’re not tracking your ROI per channel …..
Using capability maturity models to audit your digital maturity and set targets to improve digital marketing effectiveness We’ve been adding to our visual tools to help all members assess how well their businesses are adapting to using digital media and …..
