More than three quarters of marketers believe it’s crucial to have a single view of their customer, however they don’t practice what they preach with only 5% actually having that view.
The findings come from a report by cross-channel marketing company, Signal, who surveyed nearly 200 Aussie marketers.
Yes, most marketers know they need to have a single view of the customer, many blame the fragmentation of audience and customer profiles for not being able to achieve this as easily.
“In today’s connected world, cross-channel identity is the make-or-break requirement for marketing success. But while consumers are always on, marketers are not able to connect the dots and create the seamless experiences consumers demand. The research shows that identifying customers as they move from desktop to mobile to purchasing and beyond is currently a nearly impossible task for most marketers,” said Warren Billington, Signal’s managing director, APAC.
“Truly knowing customers is the marketing challenge of our time. There are steep obstacles including organisational silos and technology complexity, but the solutions to create a unified customer view do exist to empower marketers with clean, matched customer profiles that they can control and use however they want, wherever they choose to create impactful, relevant experiences,” he added.
Some of the key findings of the report include:
- Creating a panoramic customer view is integral to business success. Understanding customer behaviour across channels, engaging customers across channels, and retaining customers and building loyalty are reported as the top three business benefits of a single customer view.
- The downsides of not having a single customer view are impactful. 66 percent of respondents state that fragmented data leads to incomplete marketing measurement while 60 percent report it hinders the ability to personalise customer experiences. 44 percent also state that they can’t understand the customer journey with incomplete data, and 20 percent say it causes inefficient media buying.
- Gathering and matching data are top challenges. 60 percent of marketers are unable to merge customer profile fragments as data becomes available, and 59 percent can’t collect and connect data across channels.
- Current marketing solutions aren’t helping marketers address these challenges, with 79 percent of respondents reporting gaps in the data capabilities or effectiveness of their chosen solution. Only five percent of respondents say their tools are doing a good job in helping them develop a unified view.
- Marketers struggle to collect and connect data from many of the most popular consumer touch points, both digital and offline. Only 30 percent of marketers are able to collect and integrate mobile app data, and just over half can collect and integrate data from their CRM systems. Just 36 percent of marketers are able to collect and connect ad impression data, and only 29 percent can do so with Point of Sale (POS) data.
With Google abolishing third-party cookies and Apple continuing to push privacy-first solutions, marketers are on the lookout for new ways to reach engaged customers, while remaining compliant with rules and regulations. To help these marketers, Australian data commercialisation company smrtr has recently released a new whitepaper Through the Looking Glass: The Rise of Hypothesis-based Marketing. The whitepaper looks […]
Isentia media monitoring has conducted a ranking of the top 75 most mentioned CEOs across broadcast, print and online media in Australia from January 1, 2021 to June 11, 2021. Qantas’ Alan Joyce had the most visibility of any CEO, with nearly 20 per cent of total mentions. Unsurprisingly, three of the top 10 visible […]
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Cost continues to hold considerable influence on brand loyalty, yet emotional connections and ethical values are also becoming key loyalty drivers, according to new consumer research commissioned by Emarsys. Emarsys has launched its first annual Loyalty Index which seeks to understand whether ‘true’ loyalty still exists and what it looks like today. The company surveyed over […]
Nine dominated Sunday night, with the launch of Australian Ninja Warrior netting 795,000 viewers as per OzTAM’s metro data. It is the program’s fifth season, showing the Australian public’s apparently unwavering passion for watching incredibly fit people fall off tall objects. The top watched program was Nine News which had 1,064,000 viewers, as compared to Seven […]
The Heart Foundation’s new campaign – Saving Hearts – is a poignant reminder of what heart disease takes away from families while reminding the community that investing in research brings improved outcomes for survivors and their families. Created by DDB Group’s specialist healthcare agency, DDB Remedy, Saving Hearts captures the reality of the life-long impact […]
CHEP has announced the appointment of Justin Ruben as executive creative director, returning from a six-year stint in New York at Droga5 and The&Partnership New York. Leading the team in Sydney, Ruben’s creative talent will complement CHEP’s senior creative leadership team, led by Gavin McLeod, chief creative officer and Glen Dickson, deputy chief creative officer. […]
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]