In their ongoing effort to engage with consumers’ changing behaviours, marketers are facing new challenges in using data and technology effectively according to the report.
The survey of over 500 client-side marketers, conducted earlier this year, ranked 17 “pain points” experienced by modern marketers by giving them a “migraine rating”.
The biggest issue facing respondents was dealing with IT and web development teams, with 54% calling them a “major bottleneck”.
Meanwhile, nearly half (47%) of respondents claimed they have no time to “test and optimise campaigns”.
Not having the time, budget or IT resources to develop a “single customer view” was also an issue for 42% of marketers, with 41% claiming they don’t have enough of a budget or that their budget is decreasing.
Meanwhile the multichannel world is also taking its toll with 41% of respondents stating that they can’t keep track of customers “across different channels on different devices”.
Bola Awoniyi, research analyst at Econsultancy said: “The increased connectivity of the consumer really has created a multitude of opportunities for marketers but the workload and array of challenges has become greater.”