Marketers are constantly looking to meet, and exceed, customer expectations. But according to March 2016 research, less than half of marketers feel confident their organization understands the customer journey.
Millward Brown Digital polled 300 US senior marketers from brands, agencies and media companies. The survey found that as consumer behavior continues to shift, marketers are having a hard time keeping up.
Indeed, more than half (55%) of senior marketers said they were not confident in their company’s understanding of the customer journey. And for many marketers, reaching consumers is the most important factor that’s influencing media budget allocation, that same study found. Read the rest at eMarketer.