Marketing tools are rapidly evolving and marketers are spending more money on technology than ever before. But 1 in 2 marketers report that fragmented technologies impede their ability to create a consistent experience for consumers across the web, mobile and other channels, according to a survey released today by Signal, a global leader in real-time, cross-channel technology.
The first global study of its kind, Signal’s Cross-Channel Marketing and Technology Survey found that marketers clearly recognize the importance of integrating the data-driven tools they utilize for email, ad-serving, search marketing, data collection, attribution, CRM and more. A powerful majority (9 in 10) believe that connecting the disparate tools in their company’s marketing technology stack would improve their ability to innovate, personalize consumer interactions, send timely messages, boost loyalty, evaluate campaigns, and increase return on marketing investments.
However, 51% of marketers say they have yet to integrate marketing technologies beyond the most basic level. Fewer than 1 in 20 marketers reported having a fully-integrated technology stack.
This lack of coordination is a key factor preventing marketers from reaching the holy grail of true, cross-channel engagement with consumers across their laptops, smartphones and tablets. Signal conducted the survey in September to better understand the challenges faced by marketers in getting more value from their technology stacks.
“Consumers expect personalized and timely interactions as they move between digital devices and offline channels such as call centers, stores, and kiosks,” said Mike Sands, Signal CEO. “It’s not enough just to buy the latest technologies. In order to deliver cutting-edge customer experiences, marketers need to improve coordination between their tools and power them with high-quality, up-to-the minute data.”