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Always-On Marketing Study Finds Major Disconnect Between Executives’ Self-Perceptions and Reality

Razorfish and Adobe’s “The State of Always-On Marketing Study” found striking contrasts between how industry professionals perceive their data-driven marketing capabilities and actual performance.

Razorfish defines always-on marketing (AOM) as “data-driven, content-led experiences, delivered across channels and devices in real time.” A broad survey of marketing, technology and business professionals revealed a major disconnect between segmentation development and digital execution.

Fifty-eight percent of survey respondents considered themselves strong at targeting specific experiences to segmented groups. But only 38 percent of those interviewed are capable of targeting a new customer versus a returning customer.

“Contrary to their executives’ self-assessments, very few businesses are equipped to compete in real time, and most struggle with the most basic technology and marketing programs,” said Razorfish.

Additional findings include:

Most lack the ability to use critical behavioral data.
• Seventy-six percent of marketers are failing to use behavioral data in segmentation analysis and targeting execution.
• While the vast majority of them are only utilizing CRM, demographic and historic sales data, marketers are missing out on high frequency, real-time data that is only made possible by integrating behavioral data.

Segmentation and measurement aren’t informing digital execution.
• While execs consider themselves strong at targeting experiences to segmented groups, only 13 percent are delivering segmented experiences and measuring the results.

Very few are capable of delivering real-time analytics and experiences.
• Less than five percent are actually able to manage experiences in an Always-On manner by using technology, creative execution/processes and integrated data to deliver a targeted experience to a recognized customer across channels.

The study presents Razorfish’s PACE framework (platform, analytics, channels and experience design), which is used to determine client AOM readiness. The report discusses how to bring together those elements for AOM and how to close the gap between reality and perception.

Download the study here.

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