Fast Facts: Real-time reactions slowed by old world methods

Unconnected legacy systems and budget limitations are holding marketers back.

OldNewTech-1Customers demand brands react in real-time to their searches, questions and purchases. This can mean anything from responding to an only service query to leveraging past purchase data for retargeting.

But a new CMO survey shows many large-scale marketers are still slowed down by outdated methods to fully meet those expectations.

The Chief Marketing Officer Council recently teamed with RedPoint Global to perform a “global audit” of marketers’ ability to create real-time interactions with their customers.

Only 7% of those surveyed reported being able to “deliver real-time, data-driven engagements across both physical and digital touch points.”

The reports‘ authors say their findings paint a picture of marketers “battling the past far more than looking into the future to anticipate customer needs and meet the customer in real time. Between fragmented engagement systems and a habit of leveraging off-line analytics to power real-time engagements, marketers are increasingly frustrated by the operational, technological and cultural roadblocks that seem to stand between successful engagements and the customer.”

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The CMO Council and RedPoint surveyed 263 marketers globally (51% identifying as chief marketing officers or their company’s equivalent), of which 65% worked for companies with more than US$500 million in annual revenues.