Lack of a single customer view, an inability to deal with large amounts of data and lack of time for optimization are among the challenges that cause the biggest headaches for modern marketers, according to new research from Econsultancy, in partnership with SmartFocus.
With input from 500 global marketers, the ‘Marketing Pain Points and How to Overcome Them’ report identifies the most significant challenges marketers face in today’s digital age and offers insight and advice from a number of leading marketing experts on how to overcome them.
Among the ‘pain points’ identified in the report are the challenges of making customer data actionable, bottlenecks caused by IT and web development teams and lack of time for campaign testing and optimization. The report identifies the following key challenges:
- Turning insights into actionable segments to drive effective marketing content (45%)
- Inability to create a single customer view (42%)
- Difficulty keeping track of customers across different channels and on different devices (41%)
- Complexities of using multiple data sources (40%)
- Defining attribution and assessing touchpoints required to convert a customer (40%)
“Our research shows the key challenge for marketers lies in gathering their disparate data to create that elusive single customer view and might be wholly unobtainable in the near future for many businesses,” said Jess Stephens, chief marketing officer for SmartFocus, in a news release. “When this is the case, we suggest creating a usable model like a single marketing view in the immediate, so that every touchpoint is registered and measured across channels. This foundation will also help to serve contextual marketing in real-time, driving response rates and reducing churn.”
“Digital technology and changing consumer behavior have created a near infinite number of opportunities for marketers to reach and engage customers, while also creating a whole host of new problems for marketing teams to wrestle with,” said Linus Gregoriadis, research director of Econsultancy, in the release.
Source: PR Newswire; edited by Richard Carufel