Study: CMOs Wrestle with Digital, Physical Alignment

Delivering on the promise of omnichannel alignment — connecting digital and physical merchandising platforms that truly jibe for consumers — is no easy task, but it’s one that savvy CMOs hope to master.

According to a new study from the Chief Marketing Officer Council, the year ahead will represent a real turning point in the customer experience, as brand marketers look to connect, streamline and measure the online/offline journey in ways they are not doing now.

The study finds that marketers are struggling to deliver on the big promise of true omnichannel alignment in both the digital and physical worlds. One of the biggest challenges in 2017 will be understanding the connected customer journey across all touchpoints and how best to interact on a more personal, content-rich level. 

According to the research, savvy CMOs don’t see digital as a destination for transformation, but instead see the digital experience as constantly evolving in terms of both consumer engagement and internal operations.

While digital engagement continues to grow and dominate the customer experience, 38 percent of the marketers surveyed feel that digital strategies have delivered mixed results to date. This is especially the case when it comes to bridging the physical and digital customer experiences: 49 percent of respondents said that alignment between physical and digital is selective, at best; while some ties between the two are being made, many remain totally disconnected.

Titled "Connected Interaction to Power Brand Attraction," the report explores the many ways digital transformation has impacted marketing and the ability of companies to grow and profit from expanded relationships with customers.

In 2017, marketers plan to dedicate their efforts to resolving many of the current disconnects:

• 42 percent of respondents plan to better integrate campaigns into a comprehensive, connected customer experience.

• 37 percent will address the need to connect physical and digital experiences.

• 29 percent intend to invest in more technologies to manage data, as well as the talent needed to oversee and optimize the new marketing technology stack.

Content and data strategy are two areas that are changing how marketing organizations engage with customers and prospects. According to the study:

• 60 percent of marketers believe digital has altered content strategy and heightened the need for more types of content.

• 44 percent state that digital has heightened the need for aggregated data pulled from various areas of the company.

• 4 percent believe that digital transformation is revealing cracks in their systems as data remains difficult to aggregate and centralize to present a clear view of the customer.

The report is based on findings from an online survey of 198 senior global marketing executives fielded in the second half of 2016. Some 38 percent of the respondents have titles of CMO, senior vice president of marketing or head of marketing, and 24 percent hail from brands with annual revenues greater than $1 billion.

The full report is available on the CMO Council's website.