Smart Insights points to Digital Doughnut EPiserver report

Digital Doughnut, EPiServer surveyed over 200+ marketers to find out how they are tackling multichannel marketing. The resulting report presents an overview of single-channel, multichannel and omnichannel strategies, as well as insights about how well marketers feel they are able to implement these strategies.

Below you will find some key findings from the report, as well as examples of companies who are successfully providing a more seamless experience for users.

Over the last five years, the way that brands are communicating with their customers has fundamentally changed. Instead of adopting a single-channel, or even multichannel approach, businesses must now offer a truly seamless experience across all devices. Rather than tailoring their approach to multiple individual touch-points, the latest digital marketers are breaking down these out-dated silos and are providing customers with a single coherent view of their brand – delivering the right message, at the right time, and to the right person. Due to its ‘omnipresent’ nature, this highly effective strategy has widely become known as ‘omnichannel marketing’.

While omnichannel marketing has been widely discussed within both the digital and ecommerce community, our new research suggests that many marketers still feel uncertain about their ability to offer a truly omnichannel approach. Although 95% of marketers agreed that some form of multichannel strategy is important for their organisation, only 39% felt they had the ability to recognise where a prospect was on the customer journey. In addition to this, 27% of marketers claimed to lack confidence in their ability to deliver “the right message, at the right time, to right prospect”.

You can find the full Smart Sights Article here