marketers' biggest challenges - econsultancy & smartfocus webinar

1 May 2023

1 May 2023

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Introduction

• Increased consumer connectivity has created new opportunities for marketers, but many feel overwhelmed by the quantity of data

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Introduction

• Increased consumer connectivity has created new opportunities for marketers, but many feel overwhelmed by the quantity of data

• 68% of marketers believe that marketing is more stressful than it was five years ago

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Introduction

• Increased consumer connectivity has created new opportunities for marketers, but many feel overwhelmed by the quantity of data

• 68% of marketers believe that marketing is more stressful than it was five years ago

• Unlocking these opportunities requires embracing new skill sets in order to be successful in the digital age

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About the survey

• More than 500 client-side marketers, predominantly from the UK and US, and working in a range of sectors

• Information about the online survey, including the link, was emailed to Econsultancy’s user base and promoted on social channels

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Pain points

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Top five challenges for marketers

• Working with IT• No time for testing• Creating a single customer view• Lack of budget• Too much data / complexity of data

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KEY PAIN POINTS

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54% believe that IT and web development teams are a major bottleneck

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“IT are essentially a limited resource with infinite

demand. What they do gets prioritised. One way to ease

the pain is to ensure requests have a really compelling ROI case.”

Tim Watson, Email Marketing Consultant and Founder, Zettasphere

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47% worry that there is no time to test and optimise campaigns

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“A lack of time to test and optimise is really a lack of priorities. With testing it is quality, not quantity, that

matters.”Mark Patron, Consultant, Patron Direct

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Steven White Jenni Smith Julian Grant

Broad testing criteria lead to success

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42% say they’ve always wanted a single customer view, but haven’t been given the time, budget or IT resource to build one

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41% can’t keep track of customers across different channels and on different devices

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“Even the big brands you’d expect to have this nailed find it a constant battle to

keep the path connected.” Ian MacArthur, Director, Once We Were

“Without competent tracking of customers you are executing

your marketing activity blindfolded.”

David Reilly, Digital Consulting

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41% say they don’t have enough budget, or their budget is decreasing

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“Present to your CFO a clear business case with a list of the business benefits you expect to realise, and how these will be

measured by whom and when.”John Lowe, Principal Consultant, Momentum

Digital Transformation

“I’ve never met a CEO or CFO that can’t make budget available

when a robust business case can be demonstrated.”

Tim Watson, Email Marketing Consultant and Founder, Zettasphere

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40% are struggling with multiple data sources

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40% have trouble defining attribution and assessing the touch points required to convert a customer

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DATA CHALLENGES

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On a scale of 1-5, where 1 is a minor headache and 5 is a serious migraine, how much of a pain are the following data-related activities?

Respondents: 138

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EMAIL

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53% of responding companies are struggling to send out engaging email campaigns quickly

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Please indicate whether you agree or disagree with the following statements.

Respondents: 141

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Cormac Folan, Digital Marketing Manager at TM Lewin explains how he achieves excellence in email by: “automating our CRM and segmentation processes, personalising our email marketing campaigns in real-time [and] scaling those campaigns at the click of a button

“Automation” “Real-time” “Scale”

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86% of marketers are able to personalise email content to individual customers, or aim to be doing so

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Please indicate whether you have the following marketing capabilities.

Respondents: 139

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“Targeting of content is for marketers just common sense,

and the whole industry is moving towards more

behaviourally targeted content.”

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Tim Watson, Email Marketing Consultant and Founder, Zettasphere

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"You can absolutely personalise for users who are not logged in," Ed Armitage explains. "Rather than tailoring the experience to people's purchase history, you can still upsell and cross sell products based on location, browsing behaviour and a host of other factors.”

"Each method of recognising the customer allows us to personalise using additional data sets and more complex algorithms. ” - Ed Armitage, eCommerce Director

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PERSONALISATION ANDCONTEXTUALISATION

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80% of responding companies agreed that context is king when communicating with customers

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30% of responding marketers say they are blindly sending messages regardless of profile or location

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Please indicate whether you agree or disagree with the following statements.

Respondents: 110

Peak Performance case studyKey achievements

of sales were generated by product recommendations

increase in website clicks increase in Average Order Value (AOV)

increase in AOV from sales of products looked at and bought

in different browsing sessions

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Recommendation engine: If a female customer was browsing for ski jackets, the website would recommend a pair of women’s ski trousers that are more expensive than the last viewed

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Key findings

• The biggest ‘pain points’ include – IT teams presenting a bottleneck– Lack of time for testing and optimisation– Lack of budget– Building a single customer view– Managing data … including attribution and complexity

• Companies are least equipped in:-– Personalisation– Mobile marketing– Improving the omnichannel customer experience– Proximity marketing solutions

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