57% Of Digital Marketers Say They Lack Skills To Map A Customer’s Mobile Journey: Study

57% Of Digital Marketers Say They Lack Skills To Map A Customer’s Mobile Journey: Study
SHARE
THIS


What best describes you?

A new report titled Adobe and eConsultancy Digital Intelligence Briefing: Succeeding in the Omnichannel Age, has been unveiled to explore the extent to which organisations are stepping up to the challenge of delivering consistent and relevant customer experiences across all touchpoints.

According to Adobe’s VP of marketing in Asia Pacific, Marta DeBellis, “Mobile commerce is predicted to account for 45 per cent of overall ecommerce sales by 2023.

“With mobile playing such a central role in bringing both online & offline channels together, marketers are not yet taking full advantage of the opportunity it presents in driving in-store efficiency, engagement and sales.

“Nearly three in five (57 per cent) of those surveyed agree that they lack the necessary analysis skills to effectively map the mobile customer journey.”

More than 2,000 digital marketers and ecommerce professionals in Asia Pacific, Europe and the US were surveyed for this report, and some of the key findings were:

  • While companies are 29 per cent more likely to take an integrated approach to all their campaigns across all channels compared to last year, the proportion of those saying that none of their marketing campaigns are integrated has more than doubled over the last three years.
  • Data-related issues hinder progress as more than half of organisations have separate technologies for managing data across channels. These separate technologies are the most significant barrier to integration (51 per cent), followed by the inherently linked problem of disparate data sources (40 per cent).
  • Over two-fifths (42 per cent) of companies report that they are currently at the stage of evaluating their options when it comes to cross-channel campaign management tools with 16 per cent of APAC companies leaning towards an in-house solution.
  • Nearly three in five (57 per cent) of those surveyed agree that they lack the necessary analysis skills to effectively map the mobile customer journey.
  • It appears that omnichannel marketing is well-supported at a senior level, with only 15 per cent saying that buy-in is a top-three barrier.

adobe figure3

The report stated that certain capabilities (featured in Figure 3) are inherently linked and form the foundations of effective omnichannel marketing. It added, “With the exception of content management, only up to a quarter of those surveyed claim they have these capabilities, but progress is underway for at least three in five.”

The rise of disruptive technologies, such as wearables and the Internet of Things (IoT), opens up new possibilities for brands and brings contextual communications to the fore.

The report urged marketers, “Rather than thinking of a customer’s relationship with the product as just the moment of sale, brands can understand how that relationship evolves and how the product is used in various contexts, either physical or virtual.

“Throughout that lifecycle, new experiences can be created and managed in a contextual manner. Additionally, more contextual opportunities to cross-sell and up-sell can be identified.”

An example provided was that of Diageo’s Johnnie Walker Blue Label ‘smart bottle’, launched in collaboration with Thinfilm, a company that produces printed sensor tags.

With these tags, Diageo is able to know at what stage the customer is with the product – for instance, it can detect if a bottle is sealed or open. This enables the company to send targeted and timely marketing messages to customers, such as promotional offers, cocktail recipes and exclusive content.

adobe figure6

The top three obstacles in Figure 6 all relate to separate management of channels. Although organisational structure (31 per cent) and company culture (27 per cent) are selected by a smaller proportion of companies, it is clear that a change in company structure and culture would lead to improvements in consistently integrated omnichannel marketing activities.

Asked how their companies currently determine the performance of their omnichannel marketing activities, respondents answered with a few different explanations:

  • “Extremely difficult due to the size of the organisation, there is no central point for marketing decisions to be made.”
  • “We have to manually ask the sales team for performance figures. And most times they provide information that is not necessarily linked to the campaign that we had been running.”
  • “Disjointed data and poor measurement capability from the various platforms leads to poor analysis and lack of proof of ROI.”
  • “We currently don’t operate on an omnichannel level. However, those involved in digital are eager to get decent tools and reporting in place so we can better attribute and understand our efforts.”

Agency respondents commented in this vein:

  • “In an ad-hoc way when our clients can find the time to sit down and evaluate the stats. They do not have a dedicated person or team evaluating and they are not prepared to pay for us to do it in any more than a cursory fashion. People look after individual channels but rarely do they come together to discuss the impact a collective effort could have.”

adobe figure9

Half (49 per cent) of company respondents say that one of the key drivers for implementing an omnichannel marketing solution is the desire to keep up with consumer expectations for consistent customer experiences (as seen in Figure 9 above).

The benefits of understanding the mobile customer journey and how mobile integrates with other channels in the customer’s path to purchase are immense. Marketers are very much aware of the importance of mobile and 51 per cent of marketers rank mobile as a top-three priority area for their organisation.

However, marketers are not taking full advantage of the opportunity that mobile presents in driving in-store efficiency, engagement and sales. Around seven in ten company respondents agree that they lack the systems (71 per cent), mobile data (70 per cent) and time/resource (66 per cent) to effectively map the mobile customer journey (Figure 14).

adobe figure14

Few respondents are harnessing the marketing opportunities that mobile apps present, with only 5 per cent  ‘strongly’ agreeing that they use in-app messaging. In-app marketing has the potential to encourage users to submit reviews and ratings, and can be combined with loyalty programmes to provide customers with a more positive and seamless experience.

Awareness of the importance of this ability is high, however (Figure 16). Almost two-thirds of respondents rate it as ‘very important’ and a further 30 per cent see it as ‘quite important’.

adobe figure16

Almost a third (28 per cent) of respondents realise the importance of the systems at least being able to speak to one another, and have separate tools that are integrated with one another. However, the proportion of those
saying that’s the case has declined by 24 per cent since last year.

This leaves another third (29 per cent) who use the same platform for campaign management and email marketing, and are arguably a step closer to a more seamless integration of their data across all channels.

The knockon effect of having a more streamlined flow, with data being processed through a single system, includes saving staff time and effort – allowing marketers to spend more time interpreting campaign results and taking appropriate actions.

 

Please login with linkedin to comment

Latest News

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’
  • Advertising
  • Media

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’

Outdoor media company QMS Media has strengthened its digital outdoor presence in Victoria, unveiling an iconic digital billboard in the heart of Melbourne’s famous sporting precinct. The launch of ‘The G’ sees QMS’ landmark digital portfolio ‘bookending’ arguably one of the most iconic and in-demand digital outdoor locations in Australia – Richmond Station Bridge – […]

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
  • Advertising
  • Campaigns
  • Marketing

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign. With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ […]

Bound Round Launches Family Travel Publication for Aussies
  • Media

Bound Round Launches Family Travel Publication for Aussies

Family travel platform Bound Round has announced the launch of its first e-magazine to Australian consumers. Travel Bound is a family-focused, digital quarterly publication available on all Virgin Australia flights through the carrier’s in-flight entertainment system, and is also available for consumer download via the Bound Round website. Bound Round founder and CEO Janeece Keller […]

SBS Unveils New Look, New App For SBS News
  • Media

SBS Unveils New Look, New App For SBS News

Do you like say "I only watch SBS" in an attempt to sound smarter than you are? Well, why not pretend to read this too?

by B&T Magazine

B&T Magazine
Ex-Samsung CMO Joins Amazon Australia As Marketing Director
  • Marketing

Ex-Samsung CMO Joins Amazon Australia As Marketing Director

Amazon Australia has appointed former Samsung Electronics chief marketing officer (CMO) Arno Lenior to lead its marketing division. Lenior worked as Samsung’s CMO for more than three years before departing in 2015. According to his LinkedIn profile, he has also held CEO roles at VR company Virtical and brand consultancy Blue Ocean Brands, and joined […]

by B&T Magazine

B&T Magazine
News Corp Names Its Car Of The Year
  • Marketing

News Corp Names Its Car Of The Year

News announces its annual Car Of The Year and it's not what you'd expect. Well, we certainly didn't expect it anyway.

Aussie Tennis Open & Country Road Announce New Partnership
  • Marketing

Aussie Tennis Open & Country Road Announce New Partnership

The Australian Open has partnered with iconic Australian clothing and lifestyle brand Country Road to supply the uniforms for next year’s tournament. Confirmed today as the official fashion lifestyle Partner of Australian Open 2018, one of Australia’s most loved brands will be worn by thousands of tournament staff at Melbourne Park in January. On-court officials including the chair and […]

Andrew O’Keefe Quits His Weekend Sunrise Duties
  • Media

Andrew O’Keefe Quits His Weekend Sunrise Duties

After 12 years with Weekend Sunrise, Andrew O’Keefe has decided to step away from his hosting and reporting duties. O’Keefe will continue his full-time role as host of Seven’s quiz show The Chase Australia, as well as focus on other projects with the Network. “The ideal job is doing work you love with people you love,” O’Keefe […]

Study: Brand Loyalty Hinges On Customer Support Experiences
  • Marketing

Study: Brand Loyalty Hinges On Customer Support Experiences

Fast and effective support will be a competitive differentiator for companies looking to win over digitally transformed customers and employees, new research has revealed. According to a study by IDC and LogMeIn titled Support Services as a Competitive Differentiator, nearly 67 per cent of consumers said that customer satisfaction was more important than price when […]

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform
  • Advertising
  • Media

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform

The Outdoor Media Association (OMA) has announced the appointment of Red Ant Design to build the out-oh-home (OOH) industry’s first automated proposal platform (APP). After an extensive global search and industry consultation, the decision to build the system in-house with a local Australian company was made. The APP will be built in an agile process, […]

Nick Ballard, Managing Director
Australia & New Zealand, BlisMedia
  • Marketing
  • Technology

Blis Unveils New Consumer Behaviour Analytics Tool For Maketers

Location data technology company Blis has launched an analytics tool that allows marketers to analyse consumer behaviour – from audience profiling, to exposure, to attribution – by capturing and activating mobile movement data. Smart Trends offers robust in-store consumer behavioural insights and in-store comparison of multiple location types and brands, allowing marketers to break down demographic, […]