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New DMA/Winterberry Group Research Sheds Light on Omnichannel Marketing Insights
November 17, 2016 – Better aggregation of data and deeper integration of marketing technologies are increasingly seen as principal solutions to marketers’ challenges in advancing effective omnichannel campaigns, according to new research from the Data & Marketing Association (DMA) and Winterberry Group. The research shows that 72% of marketers indicate their organizations are pursuing cross-channel recognition, however only 9% of respondents currently recognize customers across media channels on a consistent basis. The whitepaper, “From Theory to Practice: A Roadmap to ‘Omnichannel’ Activation,” features the results of a research effort conducted by Winterberry Group and sponsored by Acxiom, Criteo and SG360o.
“Marketers recognize the need to be channel agnostic in today’s segmented media environment, and they also understand the individual roles each channel plays in the marketing mix,” said Neil O’Keefe, DMA’s SVP of CRM & Member Engagement. “In the case of mobile, marketers have been able to recognize its potential, but are not yet placing it as a ‘first choice’ channel for any of the use cases surveyed. As mobile continues its growth in the coming years, it will likely become a priority option for customer service and up-sell functions.”
“For years, marketers have been wrestling with a daunting challenge: how to build a media mix that puts the customer—rather than the marketing channel—at the center of their efforts,” said Jonathan Margulies, Managing Director, Winterberry Group. “It’s now become clear that that work shouldn’t be grounded in old distinctions about the role of ‘digital’ and ‘traditional’ media. Instead, marketers need to build and leverage their own omnichannel roadmaps—leveraging the broadest number of media channels, consistent data access and an overarching infrastructure aimed at powering real-time engagement”
The DMA/Winterberry whitepaper identifies three universal ingredients to successful omnichannel campaigns: 1) recognition of individual consumers, 2) engagement with those consumers and 3) orchestration of content and data flows across channels. Nearly half of panelists (49%) felt that better integration of their existing marketing technology would most advance their omnichannel marketing efforts; 40% percent selected better recognition capabilities for matching consumers across channels, while 37% called out better internal data management processes.
Where marketers are succeeding in the deployment of omnichannel strategies, they’re doing so thanks largely to the contributions of the supply chain partners—including agencies, data providers and other third parties that support the execution of those underlying programs. With the large majority of marketers pursuing omnichannel recognition strategies, it is critical the industry works together to identify and implement sustainable solutions that will allow brands to know customers across all marketing channels.
“Nearly 80% of marketers surveyed indicated that they’re regularly able to identify individual audience members across at least ‘some’ of their addressable marketing channels,” said Michael Steckler, Executive Vice President & General Manager, Email, Criteo. “Moving away from marketing solutions that use “best guess” tactics to reach consumers toward a more people-centric approach is paramount. Exact match solutions that set the stage for improved customer recognition, like Criteo Universal Match allows marketers to efficiently deliver a better user experience to consumers with tailored ads and product recommendations cohesively across all devices.”
“Our job is to identify how we can help brands orchestrate and navigate effective omnichannel marketing programs,” said Mary Lee Schneider, President and CEO of SG360o. “For direct mail in particular, this research underscores the effectiveness of direct mail in omnichannel marketing programs by leading in customer acquisition and enhancing the efficacy of other channels, particularly email and search.”
“DMA has made it a priority to deliver cross-channel solutions to our members and the industry, building on our world-class education and research offerings with DMA’s Cross-Device ID Initiative,” added O’Keefe. “This initiative has brought together the buy and sell side of the industry to tackle the challenges associated cross-device identification technology, and we encourage the industry to integrate the Cross-Device ID RFI Template into their business efforts.”
DMA’s Omnichannel Whitepaper is available for download at this link on DMA’s website. DMA will host a webinar featuring research sponsors and experts from DMA and Winterberry Group, on January 17th, 2017.
About DMA (www.thedma.org): Founded in 1917, the Data & Marketing Association (DMA) is the community that champions deeper consumer engagement and business value through the innovative and responsible use of data-driven marketing. DMA’s membership is made up of today’s leading tech and data innovators, brand marketers, agencies, service providers and media companies. By representing the entire marketing ecosystem – from demand side to supply side – DMA is uniquely positioned to bring win/win solutions to the market and ensure that innovative and disruptive marketing technology and techniques can be quickly applied for ROI.
DMA advances the data-driven marketing industry and serves its members through four principal pillars of leadership: advocating for marketers’ ability to responsibly gather and refine detailed data to identify and fulfill customer needs and interests; innovating to bring solutions forward to the data & marketing ecosystem’s most vexing challenges; educating today’s members of the data & marketing ecosystem to grow and lead marketing organizations in the ever-increasing omnichannel world; and connecting industry participants to stay current, learn best practices and gain access to emerging solutions through &THEN – the largest global event for data-driven marketing – and DMA’s portfolio of other live events.