Econsultancy, in association with Responsys, a marketing cloud software and services leader, has announced the results of its second annual Cross-Channel Marketing Report. The study, which surveyed digital marketers in Asia Pac[i], reveals companies are still failing to create marketing programs that focus on building relationships with customers, despite recognising the long-term business value.
which surveyed digital marketers in Asia Pac[i], reveals companies are still failing to create marketing programs that focus on building relationships with customers, despite recognising the long-term business value.
The Econsultancy and Responsys study reveals that, while the majority (60 per cent) of marketers agree it is cheaper to retain existing customers rather than acquire new ones, only 26 per cent are ‘very committed’ to relationship marketing, with a further 20 per cent conducting no relationship marketing at all. When asked about the factors preventing them from committing to this approach, a third (38 per cent) cited a lack of team knowledge and experience and 24 per cent did not have sufficient resources.
Despite understanding the value of building relationships with customers, half (51 per cent) of marketers say their main focus is currently on acquisition, compared to 34 per cent whose primary focus is on retention. Asked where they think they should be directing their efforts, six in ten (60 per cent) believe they should place greater effort on retention marketing, suggesting that while marketers realise they need to embrace customer centric strategies they face a number of barriers in doing so.
Commenting on the findings, Paul Cross, Responsys Asia Pac said, “We’re now moving into a new era of orchestration, where the overall customer experience needs to be seen as a set of combined interactions across all touch points. To remain relevant and continue to drive results marketers need to put the customer at the heart of all activity.”
According to the study, integration between specific digital and offline marketing disciplines continues to be a stumbling block, with a third (34 per cent) describing their digital efforts as ‘very integrated’ with their broader marketing strategy. Mobile integration continues to hold brands back from achieving a complete cross-channel strategy – just 15 per cent said their efforts with mobile apps and mobile messaging are very integrated.
Cross adds, “The mass marketing era is fading. Marketers who fail to transform their strategies and build long-term loyalty with customers risk getting left behind by their more savvy and nimbler competitors.”
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Responsys (NASDAQ:MKTG) is a leading marketing cloud software and services company. Our mission is to enable the smartest marketing in the digital world. The most respected brands across the globe use the Responsys Interact Marketing Cloud to manage their digital relationships and deliver the right marketing to their customers across email, mobile, social, display and the web. Our customers gain competitive advantage through the automation, individualisation, and coordination of cross-channel marketing interactions at massive scale. Founded in 1998, Responsys is headquartered in San Bruno, California and has offices throughout the world. For more information visit: responsys.com.