74% of Marketers Agree Cohesive Omnichannel Experience is Important

As customers turn to a wide array of sources to find marketing content, new research suggests it’s becoming more important for marketers to provide an omnichannel experience – but how many marketers have integrated this factor into their strategies?

Target Marketing recently conducted the “Omnichannel Marketing: The Key to Unlocking a Powerful Customer Experience” report to gauge how marketers are taking this need into consideration. About one-third of marketers (34 percent) believe it is already “very important” to have a cohesive omnichannel experience in their respective industry, while an additional 40 percent believe it’s “fairly important” or “important.”

In terms of the quality of omnichannel experience marketers already provide, half of the respondents (48 percent) called it “average.” Only eight percent said they were offering a “very good” omnichannel experience to their customers.

Lack of budget, lack of personnel with skills and know-how to enact omnichannel strategies, and problems accessing data across all channels were the top obstacles for marketers in terms of achieving their primary objectives.

Customer Data Improves Omnichannel Experiences

Previous research indicates that marketers have been looking into providing an omnichannel experience to their customers for an extended period of time.

When marketers were previously asked “How important is it that customers have a cohesive omnichannel experience to your business in your industry?” for Target Marketing’s “2018 Omnichannel Marketing Survey,” more than one-third of respondents (36.36 percent) said it was “very important.”

Overall, most marketers (62.34 percent) said they were turning to customer data to improve the omnichannel experience for customers.