Chief marketers have big plans for 2017 — but they also admit they struggle with some of the details.
That was confirmed in a new study from the Chief Marketing Officer (CMO) Council. This report reveals that “marketers are struggling to deliver on the big promise of true omni-channel alignment across both digital and physical worlds.”
“According to the research, one of the biggest challenges for marketers in 2017 will be understanding the connected customer journey across all touchpoints and how best to interact on a more personal, content-rich level,” reads the report summary shared with MAW this week ahead of publication.
The report — “Connected Interaction to Power Brand Attraction” — digs deep into the many ways digital transformation has impacted marketing and organizations’ ability to grow and profit from expanded relationships with customers.
“While digital engagement continues to grow and dominate the customer experience, 38 percent of marketers surveyed feel that digital strategies have delivered mixed results to date,” according to the report authors. “This is especially the case when it comes to bridging the physical and digital customer experiences: 49 percent of marketers stated that alignment between physical and digital is selective, at best, with some ties between the two being made while many remain totally disconnected.”
Resolving as many disconnects as possible is the plan for 2017.
“Savvy CMOs don’t see digital as a destination for transformation but instead see the digital experience as a constantly moving evolution for both engagements and operations,” noted Liz Miller, Senior Vice President of Marketing for the CMO Council. “The year ahead will represent a real turning point in the customer experience as marketers plan to turn their sights toward connecting, streamlining and measuring the entire journey.”
You can download the report from the CMO Council and IBM here.