Marketers' Biggest Challenges - Econsultancy & SmartFocus Webinar
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Transcript of Marketers' Biggest Challenges - Econsultancy & SmartFocus Webinar
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1 May 2023 3
Introduction
• Increased consumer connectivity has created new opportunities for marketers, but many feel overwhelmed by the quantity of data
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1 May 2023 4
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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1 May 2023 5
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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1 May 2023 6
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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1 May 2023 9
Pain points
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1 May 2023 10
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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1 May 2023 11
KEY PAIN POINTS
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1 May 2023 12
54% believe that IT and web development teams are a major bottleneck
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1 May 2023
“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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1 May 2023 14
47% worry that there is no time to test and optimise campaigns
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1 May 2023
“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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1 May 2023
Steven White Jenni Smith Julian Grant
Broad testing criteria lead to success
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1 May 2023 17
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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1 May 2023 18
41% can’t keep track of customers across different channels and on different devices
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1 May 2023
“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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1 May 2023
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1 May 2023 21
41% say they don’t have enough budget, or their budget is decreasing
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1 May 2023
“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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1 May 2023 23
40% are struggling with multiple data sources
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1 May 2023 24
40% have trouble defining attribution and assessing the touch points required to convert a customer
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1 May 2023 25
DATA CHALLENGES
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1 May 2023 26
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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1 May 2023 27
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1 May 2023 28
53% of responding companies are struggling to send out engaging email campaigns quickly
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1 May 2023 29
Please indicate whether you agree or disagree with the following statements.
Respondents: 141
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1 May 2023
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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1 May 2023 31
86% of marketers are able to personalise email content to individual customers, or aim to be doing so
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1 May 2023 32
Please indicate whether you have the following marketing capabilities.
Respondents: 139
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1 May 2023
“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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1 May 2023
"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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1 May 2023 35
PERSONALISATION ANDCONTEXTUALISATION
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1 May 2023 36
80% of responding companies agreed that context is king when communicating with customers
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1 May 2023 37
30% of responding marketers say they are blindly sending messages regardless of profile or location
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1 May 2023 38
Please indicate whether you agree or disagree with the following statements.
Respondents: 110
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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
1 May 2023
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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1 May 2023 40
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