42% of marketing executives say they are ready to break the silos
If customer knowledge is the key to good personalization of the content offered, 38% of marketing professionals believe that their main challenge today is to understand the needs, wishes and behaviors of their customers. They are also 81% to consider that it is difficult for them to have a unified view of their profiles, according to the Digital Marketers Report 2016 Experian published this Thursday, May 12.
The main obstacle to this is technological. Indeed, 54% of respondents deplore the lack of suitable technology to integrate customer data in real time and 49% of them the difficulty of integrating several technologies and data sources.
The challenge of contextualized marketing
Beyond the customer knowledge issues facing marketing professionals today, they identify two other challenges to perform in their business: making their messages relevant to the context (for a third of them), and making exploitable analyzes (for 32% of them).
So it’s no surprise that more than half of marketing executives have made it a priority for the year to integrate automation technology to manage cross-channel customer interactions.
Decompartmentalize marketing services
Another line of work favored by marketing professionals is to review the way they work. Thus, 42% of marketing executives believe that it is essential to eliminate the internal silos in their company.
And this overhaul of internal functioning begins within the marketing departments themselves: 70% of respondents state that they work within a partially or fully integrated marketing team (that is to say that customer relationship management is is not segmented by contact channel, note), against 61% in 2014. Note that this proportion drops to 42% if we look at large companies.
On this issue, European companies are seen as poor performers, with more than a third of respondents still working in silos. By comparison, in North America, only 20% of respondents say they work in siled teams.
Marketing services, pillars of a good big data strategy
Beyond this necessary reorganization, marketing professionals see their profession transformed under the impetus of other factors.
The authors of the study estimate that by 2017, 95% of marketing departments within large companies will be in charge of harmonizing and exploiting their company’s data. They should also be the guarantors of the transparency of the customer experience, whatever the channel considered. In medium-sized companies, this proportion reaches 91%.
It should be noted that not all of the marketing professionals questioned share these concerns: in Europe, respondents are thus faced with very practical issues of visibility compared to their competitors at 19%, and ahead in terms of marketing trends at 17%. Only 14% of them are faced with the problem of getting to know their customers well.
Data management, leverage to increase sales
As part of their marketing strategy, collecting quality data is a major issue for marketing professionals. 29% believe they could increase their sales if all of their data was accurate and of good quality.
If company data is not accurate, it is due to human errors (at 56%), and a lack of internal resources (at 31%). It should be noted that 21% of respondents believe that they do not have the necessary skills to use existing technologies, and that 19% deplore a lack of support from senior executives.
The study authors also wanted to know to what extent marketers use real-time marketing tools. 69% of them say they use real-time automated decision-making tools. Among the quarter of respondents who do not practice this decision-making in real time, the two main reasons mentioned are the difficulty of proving its value (37%) and the lack of suitable technology (36%).