That’s according to fresh findings from LiveRamp -- Acxiom’s ad targeting and measurement unit -- which factored in responses from around 250 big brand marketers.
To be precise, 79% of respondents report using Google and Facebook for their people-based marketing efforts, while 84% say they would like to unify their people-based marketing strategies across other digital channels.
As it stands, less than one in five respondents say they are presently in a position to build an “omnichannel” view of their target audiences. They are unable to connect data across digital and offline interactions with their brands, respondents said.
Meanwhile, more than 75% say they see the IoT, chat bots, virtual reality, and wearables as significant future technologies for marketing, which would only add to the complexity of recognizing consumers across touch-points.
Attracted to LiveRamp’s ability to connect consumers’ online and offline behavior, Acxiom acquired the startup in 2014 for a reported $310 million.
The publicly traded Acxiom has a vested interest in seeing brands expand their marketing efforts beyond Facebook and Google.