Econsultancy Report: The New Marketing Reality

The New Marketing Reality report, produced in association with Econsultancy explores the challenges that marketers face in the three key battlefields of data, customer experience and business outcomes. 

Findings include:

  • Audience segmentation is the topmost priority, with 72% of executives stating that they are using their data to support this activity.
  • Most respondents are still finding it hard to move out of the channel-focused mindset, hampered by both technology and organisational structure.
  • Considering that 83% of more advanced companies claim to practise customer journey mapping, we might expect less channel focus but 59% still have difficulty unifying their data sources.
  • From a business buy-in and organisational perspective, there is still some work to do.
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