Brand Consistency Issues Hinder Marketers’ Ability To Manage Customer Experience

Brand Consistency Issues Hinder Marketers’ Ability To Manage Customer Experience
SHARE
THIS



Almost two in three marketers have expanded their responsibilities beyond marketing to include managing the customer experience.

However, the same proportion still struggle to meet basic brand governance expectations, new research from Simple and the Australian Marketing Institute has found.

A significant majority (59 per cent) of marketers report responsibility for managing the customer experience now rests with the chief marketing officer or marketing team at their organisation, according to the study, Marketing Resource Management in the Age of Intelligence.

And almost nine in 10 (87 per cent) rate brand consistency as extremely or very important.

But a majority of marketers rate their own brand consistency poorly across key attributes:

  • 59 per cent rate their messaging as only moderately consistent at best
  • 56 per cent rate their brand’s visual appearance as moderately/somewhat or not at all consistent
  • And 51 per cent rate brand personality as moderately/somewhat or not at all consistent

Simple chief executive officer Aden Forrest said, “Managing the customer experience is looming as the key challenge chief marketing officers face in the next few years, but marketing teams must get their upstream planning and brand governance right so they can broaden their remit effectively.”

The study examines how marketing teams are managing the customer experience and using people, partners and technology to plan and create marketing content efficiently, drive agility and improve the return on marketing investment – operational issues traditionally referred to as marketing resource management.

The research shows marketers, hampered by the use of static tools to manage increasingly fluid processes, are struggling to obtain a big-picture view of marketing activities in areas such as planning, budgeting, governance and workflow:

  • Only 13 per cent easily monitor their spending against budget
  • Just 10 per cent say their primary planning tool provides an up-to-date view of their marketing plan
  • 41 per cent have no formal process to manage compliance and governance issues
  • 51 per cent don’t monitor their marketing process at all.

Despite this, marketing teams are pursuing agility through their work processes, the study revealed, with 26 per cent of marketing teams adopting at least some agile marketing practices.

Australian Marketing Institute chief executive officer Lee Tonitto said, “In order to remain agile, process optimisation should be a priority for marketers.

“It’s essential to take a disciplined approach to marketing resource management as marketers broaden their remit to managing the customer experience.”

When it comes to artificial intelligence, the research showed marketers are excited by the opportunity to use their own data to improve outcomes.

  • Three in four (74 per cent) would use AI to suggest the most effective insights based on previous campaigns
  • A similar proportion (72 per cent) would use it to improve the return on marketing investment
  • This is made difficult by the fact that one in two (51 per cent) cannot capture campaign results in their planning tool.

Modern marketing teams, assisted by new technology, will be less encumbered by process, Simple head of product Michael McKerlie said.

“AI introduces the ability to reduce friction and free up marketers’ time so marketers can make a beeline for that sweet spot where insights meet creativity and generate amazing customer experiences,” he said.

Simple’s Intelligent Marketing Platform helps marketers gain more agility, insights and control to manage and create profitable customer experiences.

Simple is headquartered in Sydney, with offices in Melbourne, Brisbane and Chicago.

For detailed results, download the full report.

Please login with linkedin to comment

brand consistency

Latest News

Boris Johnson Tweets Criticism Of Anti-Lockdown Protestors Who Chased And Harrassed BBC Journalist
  • Media

Boris Johnson Tweets Criticism Of Anti-Lockdown Protestors Who Chased And Harrassed BBC Journalist

The UK Prime Minister has criticised anti-lockdown protestors who chased and verbally abused BBC Newsnight political editor Nick Watt. Watt was covering an anti-lockdown protest in central London when a group of maskless protestors began following and shouting at him. At one point, Watt began to run away while the protesters shouted ‘scum’, while one […]

by B&T Magazine

B&T Magazine
Seven Reveals Revenues Up 45% In Q4
  • Media

Seven Reveals Revenues Up 45% In Q4

Seven West Media has revealed trading conditions in the fourth quarter of FY21 have been positive, with a strong rebound in advertising revenue compared to last year. Seven’s advertising revenue including BVOD is estimated to grow more than 45 per cent in the quarter. Early indications suggest ongoing positive momentum into the September quarter. The […]

marie claire Asks Australia’s Leading Advertising Agencies To Talk About Consent
  • Advertising

marie claire Asks Australia’s Leading Advertising Agencies To Talk About Consent

With the discussion about consent raging and following the Federal Government’s recent campaign comparing sex to milkshakes, Are Media’s marie claire has turned to some of the country’s top advertising agencies to come up with an alternative communication solution. Leading creative agencies, DDB Melbourne, M&C Saatchi, Ogilvy, The Hallway and The Works, were briefed by […]

Envisioning The Future Of Targeted Advertising: Where Do We Go From Here?
  • Partner Content

Envisioning The Future Of Targeted Advertising: Where Do We Go From Here?

Jason Barnes [featured image] is the Chief Revenue Officer, APAC at PubMatic. In this piece, he looks at the future of targeted advertising and discusses how the digital advertising ecosystem can correct its course. There is perhaps no bigger disruptor to the digital ecosystem than the changes afoot around addressable advertising. Addressability is a key […]

Partner Content

by B&T Magazine

B&T Magazine
Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills
  • Marketing

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills

Swinburne University of Technology has launched a series of  Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]

PayPal Partners With Welcome To Country
  • Marketing
  • Media

PayPal Partners With Welcome To Country

PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]

Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll
  • Marketing

Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll

Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]

Digital Marketing Agency Whitehat Debuts New Website
  • Marketing

Digital Marketing Agency Whitehat Debuts New Website

Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020,  Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]

Fintech Start Up DiviPay Bolster Team With Head Of Accounting
  • Marketing

Fintech Start Up DiviPay Bolster Team With Head Of Accounting

Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]

Adhesive Wins PR For Domain Group
  • Marketing

Adhesive Wins PR For Domain Group

Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]

New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month
  • Media

New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month

Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]