Most brands have turned to customer data platforms (CDPs) to target email and other forms of messaging. But many fail to provide a seamless experience, according to SMS play a large Omnichannel Marketing Excellence, a global study by London Research in partnership with BlueVenn.
The question is critical, given that 79% of firms have seen an increase in online customer interactions during the COVID-19 crisis.
Of the companies polled, 39% of the firms polled have basic integration between their website and ecommerce channels and triggered/follow-up emails or mobile communications.
But only 29% offer a seamless experience across digital channels, and a mere 9% do so both online and offline.
The difference is in CDP use. If you accept these findings, 36% of brands with CDPs offer a seamless digital experience, compared with 20% of those that do not have a CDP.
But 29% of those with a CDP have only basic integration between their website triggered/followed up emails, and so do 57% of non-CDP users.
Overall, 63% of the firms polled have CDPs, up from 51% at the start of 2019.
How well have marketers synchronized the channels? The study found that:
Here’s how they plan their outbound communications:
The stats show that 32% of firms using a CDP significantly outperformed their main marketing goals in the past 12 months, versus 14% of firms lacking a CDP.
In addition, 53% of companies deploying a CDP achieved their goals, compared with 69% of those without a CDP.
Meanwhile: 18% of transactional businesses—those that sell directly through stores or online — have synchronized online and offline campaigns, as have 16% of non-transactional firms. And non-transactional brands are more likely to be siloed.
The study asserts that CDPs provide a single customer view across email, SMS, mobile, web and DMP.
London Research and BlueVenn surveyed 235 organizations with revenue of at least $50 million.