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CMOs Are Struggling to Master Omni-Channel Marketing

by Ayaz Nanji  |  
February 12, 2014

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 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.

  • Most respondents are less than satisfied with their ability to assess the impact of one channel's performance on another channel: 69.8% rate their ability to do so as "Fair" or "Poor."
  • Only 4.8% of respondents rate their ability in this area as "Very Good"—the same percentage using advanced attribution as their cross-channel measurement methodology.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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