According to IBM’s “State of Marketing 2013” report, which explores marketers’ level of cross-channel technology adoption as well as their ability to proactively influence the customer experience, the leading marketers in this survey are integrating digital channels to drive customer interaction.
Thirty-four percent of survey respondents identify creating a consistent, relevant, and positive customer experience across channels as a top challenge. However, leading marketers, defined by “their influence of the customer experience and use of marketing technologies,” are adopting cross-channel technologies to impact the customer experience (20% of those surveyed). Eighty percent of survey respondents, in contrast, trail the leaders in either adoption of technology or influence of the customer experience, or both.
A recent Loyalty 360 article highlighting IBM survey findings states “this lack of integration has a direct impact on marketing campaigns and brands’ ability to deliver personal and relevant messages.” But by leveraging individual behavior and context, marketers can deliver personalized messages in real time by channel, according to the article.
In fact, the survey indicates 39% of leading marketers are adjusting real-time offers based on customer wants, needs, and preferences. Eighty-five percent of leading marketers deliver personalized messages through their respective websites, 71% through social media (i.e., Facebook, Twitter, blogs, review sites), and 62% through mobile (i.e., SMS, mobile email/websites, applications). In addition, nearly 66% of leading marketers are using location-based targeting to market to their customers, which “indicates a greater use of big data, analytics, and real-time marketing through mobile and social channels,” as stated in the Loyalty 360 article.
While IBM’s recent report highlights a lack of cross-channel integration for the majority of marketers surveyed, results also reveal leading marketers want greater levels of integration in their digital marketing suite. As the digital landscape continually evolves, IBM’s survey indicates marketers may see campaign integration become more important than ever.