Copyright © Econsultancy

The New Marketing Reality

Copyright © Econsultancy

• Based on an online survey of more than 1,000 client-side (in-house) marketers.

• Research conducted between October and November 2016.

How organisations rate their ability to understand the customer journey

Percentage split between organisations customer data sources

Data sources used to understand the customer journey

• Most marketers are making use of free or cheap tools to measure the success of their campaigns.

• CRM data and first party sources make up the majority of activities.

How organisations are joining the dots between online and offline consumer visits

• Voucher codes and promotional coupons are still the most popular way of trying to track online to offline journeys

Data-related functions that organisations practice

• At the most basic level, most marketers have been able to segment their audiences

• But the majority become unstuck once they move forward to customer journey mapping and the activities that depend on it.

Advanced/intermediate use of customer data

• Understanding customer needs and behaviour is the number one priority for executives but few are confident they do it well.

• The data is still being used to optimise marketing spend, rather than enhance customer experience.

Beginners use of customer data

• Beginners struggling to use data at all

• They’re missing out on economies and efficiencies but most of all, they are falling behind on the critical factors behind implementing customer experience

Beginners versus advanced marketers

• The amount of work needed to close the gap between beginners and experts is significant and that gap is growing.

Organisational barriers faced in trying to build a joined-up view of the customer journey

Technical barriers faced in trying to build a joined-up view of the customer journey

• Where beginners are lagging behind is getting a grip on the basic organisation of their customer journey mapping and the tools they can use to do it.

The rise of dark social

• Only 6% of advanced or intermediate organisations rate dark social as a technical barrier to building a joined up view of the customer journey.

Two-thirds don’t know the LTV of customers

• Marketers still don’t know how to measure customer lifetime value or what it should be. Technological competency is needed – and is lacking across the board.

Marketers still channel focussed

• 68% executives agree that they have started to join the dots… but that there’s a long way to go.

• 80% of beginners have either ‘little integration’ or manage channels in silos.

• 5% of advanced/intermediate companies agree that touchpoints are fully integrated.

Channels optimised to enhance CX

• Lacking data capability, marketers are taking the path of least resistance –optimising what they can. Web-based AB testing is easier than optimising apps and offline journeys.

Optimising for social

AI is currently the best of both worlds – a timely answer, a correct answer and a personal answer. The best of humans and the best of tech.

#tinderization

Revenue split between customer acquisition and retention

Organisational focus – acquisition versus retention strategies

Main business benefits of understanding customer journeys

• With a focus on acquisition, executives’ main aim is conversion rates.

• Focusing on customer experience however, they should be looking more to renewal, cross sell and brand perception.

Rate of dedicated budgets for understanding customer journeys

• Budget levels are an indication of the degree to which customer journey mapping is valued in an organisation.

Metrics used to evaluate journey efforts

Who owns the customer journey?• Marketing is best

placed to pick up the baton for driving customer journey mapping and implementing customer experience.

Concluding thoughts

• The New Marketing Reality is all about customer experience.

• Great customer experience = extended customer lifetime value

• Understanding the customer journey = Great customer experience

the speaker

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Philippe LitièreWatson Marketing

BeneluxIBM

Philippe Litière

@Plitiere

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