โ03-12-2024 09:08 AM
April, what are the key trends from the report?
โ03-12-2024 09:10 AM
If you feel that your campaigns and initiatives could be more innovative and strategic, you're not alone. Our survey found that an overwhelming 98% of marketers are encountering challenges that obstruct their ability to innovate in these areas. So, what exactly is the issue? Our research doesn't point to a single major obstacle, but rather a collection of challenges. About four in ten marketers report difficulties with:
Despite the importance of customer behavior and sentiment in understanding consumer needs, only 17% of surveyed leaders are mapping these aspects. Additionally, a mere 6% apply customer insights to drive product and brand strategy. There's also a lack of collaboration in customer engagement, with only 3% continuously collaborating across teams on these programs. In 2024, while 54% of professionals plan to enhance both upstream and downstream metrics, only 22% focus solely on upstream metrics.
And lastly...
3. Cross-channel messaging is rapidly evolvingโso should your brand
As digital platforms and channels proliferate, delivering a consistent cross-channel experience becomes more complex. However, many professionals have achieved "sufficient consistency". Yet, consistency isn't a top priority for most (37%), and 70% lack a unified customer engagement platform for personalized experiences across channels. Those prioritizing consistency and investing in cross-channel efforts see benefits, such as a 126X increase in average sessions per user when using email, in-app messages, mobile push, and web push together.