‘Marketers failing to connect content and commerce’

While marketers see the value of personalising their digital interactions with customers, most still struggle to connect their content with commerce, according to new research.

The CMO Council study, based on input from 287 global senior marketers, revealed the degree to which marketers are embracing new digital channels and content management technologies to increase the value of customer engagements.

According to the council, content has become vital to the way companies and brands acquire and grow customer relationships, yet many marketers fail to connect content and commerce.

The study found that only 5% of respondents have highly integrated content and commerce. However 64% say they have plans or existing programmes to improve this.

While few marketers feel they are doing an exceptionally bad job at integrating their content and commerce strategies (only 11% admit they are poorly integrated), the majority of respondents (37%) are hoping that a cycle of steady improvement will win the race.

Multi-channel struggles

The study also shows that marketers have embraced the importance of the digital experience and its ability to shape and influence customers.

Nearly half of respondents (49%) believe that digital experiences can deliver a more compelling customer experience, while 40% believe it makes it easier for customers to consume and share content and has the ability to heighten credibility, trust and authority.

But most marketers still lag in creating multi-channel digital marketing campaigns that hit the mark with diverse audiences worldwide.

Only 19% said they are extremely good or very good in this area, while 45% gave less positive ratings for their ability to captivate and engage customers through integrated mobile, web and social channels. This compares to just 21% who said they were very proficient.

Technological transformations

Respondents were also asked which technology transformations are most likely to impact how companies engage with customers.

Topping the list was the advent of the smarter digital enterprise, with a focus on automation and customised interactions.

Next was the new API-driven economy, where partners share mobile and web links, information and insights to add value and further monetise transactions and interactions.

Thirdly, senior marketers recognised the disruptive potential of the “Internet of things”, which has the ability to gather real-time data and intelligence through pervasive, sensor-based tracking of behaviour, intention and satisfaction.

“Driven by the forces of cloud, mobile and social engagement, businesses and brands are experiencing a digital disruption that is revolutionising every interaction with their diverse audiences,” says Gary Dolsen, vice president of digital experience software for IBM Systems.

“When marketers create a personalised and tailored interaction for a specific audience on the right platform, businesses and brands will create emotional engagements, which will grow relationships and encourage loyalty while influencing behaviour or purchase decisions,” he says.

Hide Comments1 Show Comment
Comments
  • JV_at_lAttitude_in_Cairns 20 Aug 2015 at 3:02 am

    There’s a generational change within the marketing profession, with younger marketers taking the lead and bringing new(er) concepts and technology to the table, and while most of the existing CMOs are in tune with this change I’m getting the impression that there is a barely-disguised suspicion of every “big new thing” that emerges to turn old concepts over and replace the basic marketing principles.
    It may take time, but it will happen

  • Post a comment

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here