Some 85% of CMOs say their efforts at implementing an omni-channel marketing strategy are being thwarted by a lack of access to data and inadequate tools/technology, according to a recent report by the CMO Club and Visual IQ.
Moreover, 82% say an inability to measure cross-channel performance is standing in their way to implementing an effective strategy, and 80% cite a lack of in-house talent.
Omni-channel marketing was defined in the report as "a strategy...in which brands plan, execute, measure, and optimize their efforts through every marketing touchpoint experienced by their target audience."
Below, additional key findings from the report, which was based on data from a survey of 223 CMOs and heads of marketing, the vast majority of whom (86.7%) spend greater than $5 million annually on digital marketing (39.9% spend greater than $50 million).
Cross-Channel Measurement
- 84.6% of respondents say they are either not measuring their cross-channel marketing performance at all or are measuring it using anecdotal, subjective rules such as first-touch, last-touch, or some other criteria they have established.