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BEST PRACTICES & STRATEGIES
Marketers struggle with consumer-first
approach, survey reveals
Other key findings of the report include:
67% rank the ability to dynamically segment
audiences as one of the top-three choices for
desired capabilities;
82% of advertisers and 86% of agencies say the
GDPR has had some impact on marketing activities;
46% say their organizations have a privacy-
compliant identity solution;
36% of companies are “very satisfied” with their
In a worldwide call for better respect for consumer current technology;
privacy and relevant advertising experiences, a new
report from MediaMath shows that although the majority 53% of advertisers see integration of tech across
of marketers understands the commercial importance of paid, owned and earned media as “very important”;
focusing on the consumer experience, many of them are
still failing to adopt best practice.
88% agree that artificial intelligence will allow them
Based on a survey of more than 400 marketers globally, to become more effective.
conducted by Econsultancy, the report Dream vs.
Reality: The State of Consumer-First and Omnichannel The failure to adopt a consumer-centric, omnichannel
Marketing reveals that 91% of marketers recognize the approach can cause a range of problems which stifle
importance of putting the customer first in all their marketing and advertising effectiveness and the
marketing efforts, but more than half don’t fully do so. consumer experience. For example, meaningful
measurement and attribution of marketing effectiveness
Meanwhile, 92% of advertisers agree that integrated across channels is virtually impossible without an
technology and data allow for seamless and effective omnichannel approach. The research confirmed that
advertising, but this level of integration is a reality for seven in 10 organizations that don’t take an
only a minority of responding companies. Almost two- omnichannel approach to their advertising lack the
thirds (63%) of advertisers, and an overwhelming 96% of ability to accurately attribute their online advertising
agencies and technology providers, believe that spend to offline channels.
advertising and marketing technologies are insufficiently
integrated. “There’s a general recognition that consumers have
changed and that they need to be addressed
“This report shows that we have a significant opportunity appropriately, sequentially, throughout the purchase
to unite our entire industry around new technological funnel, but it is sometimes challenging to determine the
standards, commit to ever-increasing transparency and right mix of channels to accomplish that goal, and
control and respect consumers’ privacy, while striving to existing tools for omnichannel execution can be
consistently delight and inform them,” said Dan challenging to use, and sometimes don’t offer the ability
Rosenberg, Chief Marketing and Strategy Officer, to address all required consumer touchpoints”, said
MediaMath. “We must acknowledge as fact that Lewis Rothkopf, General Manager of Media and
marketing must deliver for all members of the Growth Channels, MediaMath, in the report. “The
ecosystem.” solution starts with integrated technology through which
marketers can activate audiences across all channels
seamlessly in addition to optimize campaigns from one
place, do targeting, manage creative and understand
campaign effectiveness.”
You can download the full report here. ◊
Source: MediaMath
20 September 2018 - Marketing Analytics, Automation & Attribution
