Marketers Need a Better View of the Customer Journey: ANA

Posted on by Beth Negus Viveiros

Fifty percent of marketers don’t have a clear view of their customers’ decision making journey, or a clear understanding of where they need to focus their marketing efforts, according to research released Thursday by the Association of National Advertisers (ANA).

Results of the “Marketing’s Moment: Leading the Disruption” survey—conducted with McKinsey & Co.—were presented during the ANA Masters of Marketing conference in Orlando.

Sixty-six percent of respondents said they understand marketing disruptions and are building responses into their strategy. But, only 13% said they are taking action and see measurable impact.

Active testing and learning is the top strategy for responding effectively to marketplace disruptions for 90% of marketers, but only 55% reported they were doing analysis of these initiatives as frequently as necessary.

An overwhelming majority (96%) said being able to make data-informed decisions is the most needed capability when it comes to responding to disruptions. But, more than a third aren’t using data to make decisions and almost half admitted to not having the right analytics in place.

Other problems reported by respondents included having a fractured view of the customer due to the continuing existence of silos in the organization, a lack of a formal content strategy and leadership not feeling empowered to test and innovate.

Mobile was the top focus for increased investment according to the survey (85%), followed by content/new customer experiences (82%), and big data/advanced analytics (74%).

CMOs need to take charge and effect change, said Bob Liodice, president and CEO of the ANA. “Marketing aspirations are outstripping marketing operations.”

More

Related Posts

Chief Marketer Videos

by Chief Marketer Staff

In our latest Marketers on Fire LinkedIn Live, Anywhere Real Estate CMO Esther-Mireya Tejeda discusses consumer targeting strategies, the evolution of the CMO role and advice for aspiring C-suite marketers.

	
        

Call for entries now open

Pro
Awards 2023

Click here to view the 2023 Winners
	
        

2023 LIST ANNOUNCED

CM 200

 

Click here to view the 2023 winners!