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The tremendous upsurge in new technology, media and channels means that campaigns are becoming increasingly complex.
The shift to online and mobile interaction, along with the upsurge in social media, means that consumers have higher expectations than ever before.
Consumers attach increasing importance to the quality of “buying experience,” quite apart from the product/service being purchased.
86 percent of customers do not trust advertising information, 20 percent seek out peer comments from other online users, and 80 percent use the Internet to conduct price comparisons.
For 77 percent of respondents, campaign management is seen as essential for achieving their customer strategy, and 59 percent said it is a priority for future investment.
20 percent of organizations lack data quality improvement processes.
67 percent of respondents are unable to effectively link inbound and outbound activity.
27 percent have no inbound marketing tool.
49 percent are unable to obtain a single campaign history view.
59 percent measure revenue impact on some, but not all, campaigns.
March 25, 2011
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