Brand Attraction From Enriched Interaction
This report reveals that marketers still lag in creating multi-channel, digital marketing campaigns that reach and resonate with diverse, micro-audiences worldwide. Only 19 percent said they are extremely good or very good in this area. In contrast, 45 percent gave lackluster grades on their ability to captivate and engage customers, partners and employees through fully integrated mobile, web and social channels. This compares to just 21 percent who said they were very proficient.
Sponsored by IBM Digital Experience, this study was designed to assess the degree to which marketers are embracing new digital channels and content management technologies to realize the full value of rich media engagement, crowd-sourced content, and mass-customized commerce through higher levels of personalization and tailored interaction. Most notably, the study reveals that only 5 percent of respondents have highly or tightly integrated content and commerce compared to 64 percent who say they have plans or existing programs to improve this.