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Advertisers 'frustrated by digital marketing reluctance'

 
Marketing News |  05/10/2010
Advertisers 'frustrated by digital marketing...Advertising professionals feel they are being held back by their organisations' reluctance to invest in digital marketing technologies, a new study has suggested.

Research conducted by the Chief Marketing Officer (CMO) Council and Accenture indicates that while marketers are attempting to "lead" rather than "lag" on such technology use, budget constraints are putting budgetary obstacles in their way.

This in turn is hampering their ability to create, build and maintain customer relationships and increase revenue, the report claimed.

Just four per cent of more than 328 marketing executives surveyed said their companies are "very prepared" to exploit digital marketing channels, while just eight per cent claimed that their data and analytics are "completely integrated".

Almost one-third of marketers said they are either having difficulty integrating critical analytics capabilities or believe they are not integrated at all.

Not all the findings of the study were negative, with 78 per cent of advertisers claiming that digital marketing is "important" to their organisations, at least in theory.

However, just 35 per cent said their companies are "heavily committed and invested" to the medium.

"Marketing executives recognise the importance of enabling digital marketing and integrating online and offline channels, but they need to move beyond the issue of alignment to make the unprecedented and transformative game-changing moves required in today's marketplace," said Tim Breene, senior managing director of strategic initiatives at Accenture.

"This research can serve as a wake-up call to savvy CMOs, who are looking for the next frontier of success: A fully-empowered digital enterprise, capable of forging and maintaining continuous relevant relationships with its customers."

He said that as these new, nimble marketing organisations emerge, marketers will be able to pioneer new methods, approaches and programs, "driven by a unified backbone of data to create the end-to-end customer view".

Posted by John Lynes

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