Marketers in the DMA research ranked tools that enabled them to find a 360-degree view of customer and brand interaction as the technology that would have the greatest effect on their email marketing efforts.
The desire to track the cross-channel consumer is presenting big email marketing challenges.
33% of US B2B & B2C marketing professionals still didn’t know which channel made the biggest impact on revenues.
Nearly eight in 10 client-side marketers said they would increase digital marketing technology spending in 2015, vs. 70% in 2014.
Client-side marketers worldwide ranked the customer experience as the single most exciting opportunity in 2015, at 22%.
A leading 72% pointed to technology that enables a 360-view of customer/brand interactions.
A leading 69% of retailers pointed to their need to be there to meet consumers’ use of mobile as part of their shopping experience as their top challenge.
Customer experience outranks them all as marketers’ most exciting opportunity this year followed closely by content marketing.
87% of B2B marketers say understanding the customer buying journey will be important for their digital marketing initiatives over the next 3 years.