Armonk, N.Y. - 21 May 2013: IBM's (NYSE: IBM) new survey of marketing professionals finds that chief marketing officers (CMOs) are differentiating their brands by crunching big data in real-time and automating personalized marketing campaigns. The price tag for failing to meet the needs of todays so-called "omni-channel shoppers" -- who frequent both online and in-store channels -- is $83 billion in lost sales in the U.S. each year due to poor and inconsistent customer experiences.
Other top findings from the survey point to leading marketers taking greater responsibility over customer service interactions as they become the official brand stewards company-wide. At the same time, leading marketers are capitalizing on big data to better personalize their marketing communications. They are looking beyond segments and demographics to provide the right offers, services and information at exactly the right moment in the customer relationship. Further, marketers are looking to use location-based services to target more digitally-savvy, on-the-move customers and deliver seamless, intuitive customer interactions.
The survey, which identified leading marketers based on their level of adoption of cross-channel technologies and their ability to proactively influence the customer experience, found that 39 percent of leading marketers are adjusting real-time offers based on customer wants, needs and preferences. In comparison, only 15 percent of remaining marketers surveyed do so. Seventy-one percent of leading marketers are delivering personalized messages in real-time through social media channels, including Facebook, Twitter, blogs, and review sites, while 62 percent of leading marketers are delivering those same personalized messages through the mobile channel.
While marketers are embracing these new channels, the study finds that cross-channel integration is still lacking. Only 35 percent of leading marketers currently integrate their campaigns across all channels, with eight percent indicating they are not currently integrated at all. In comparison, only 12 percent of remaining marketers surveyed currently integrate their campaigns across all channels, with 39 percent indicating they are not currently integrated at all.
This lack of integration directly affects the coordination of marketing campaigns and marketers' ability to deliver relevant, personalized messages. For instance, a telecommunications company wants to send their customer information about their mobile, satellite, and cable television services. However, the customer contacts the call center indicating they are not interested in learning more about the satellite or cable services, yet the company continues to send information on all three business units. This lack of integration between the customer service department and the marketing department not only frustrates the customer, but also wastes company resources and dollars.
Additional results from the survey include:
Leading Marketers Increase Responsibility over Customer Service Interactions:
As customer service seeks to keep the promises made by marketers, leading marketers are taking greater responsibility for customer interactions. The survey found 76 percent of top marketers contact their customers to gauge satisfaction, and 75 percent of those same marketers monitor and track delivery commitments to ensure customers are receiving their orders accurately and on time. 71 percent of leading marketers are training sales and customer facing staff on product and service lines, to improve customer engagements and identify cross and up sell opportunities, leading to stronger consumer connections.
Leading Marketers Capitalize on Big Data:
Access to and adoption of an ever-expanding array of technology has given rise to the empowered customer, making flawless experiences a must for every brand, every time. As such, the survey found that leading marketers are harnessing big data to do just that. By leveraging individual behavior and context, marketers are delivering personalized messages in real time by channel. The highest percentage of leading marketers, 85 percent, are delivering these personalized messages through customer service and call centers, as well as through their respective websites. This strategy is also leading to automated decisioining processes, with 70 percent of leading marketers coordinating and automating the decisioning process through social media, while 63 percent do so through mobile apps.
Leading Marketers Become Cross-Company Brand Stewards:
Leading marketers continue to assume greater brand stewardship, taking responsibility for the customer experience enterprise wide, with 83 percent of leading marketers collaborating with the various business functions to ensure a consistent delivery of the brand message. Further, the survey found 82 percent of leading marketers are creating and delivering brand messages at every point of the customer interaction, resulting in a consistent and coordinated brand experience. Marketers are also measuring the impact of a consistent brand experience, with 84 percent of leading marketers systematically measuring brand awareness and reputation.
Leading Marketers Target Customers Where They Are:
Nearly 66 percent of leading marketers are using location-based targeting to market to their customers, indicating a greater use of big data, analytics, and real-time marketing through mobile and social channels. 61 percent of leading marketers are using mobile messaging campaigns to deliver relevant offers to customers. For instance, retailers might remind customers of a sale or send customers a coupon as they walk past a specific store location. Marketers are also looking to user-generated conte
Most recent headlines
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
30/08/2025
WASHINGTON The Federal Communications Commission has adopted its FY 2025 Regulatory Fees Order that establishes the regulatory fee rates for the broadcast stati...
29/08/2025
Australian Red Cross and SBS launch training to help workplaces in the fight aga...
29/08/2025
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
29/08/2025
L3Harris Technologies has concentrated decades of expertise across the entire enterprise to develop affordable and reliable best-of-breed solutions to rapidly c...
29/08/2025
BURBANK, Calif. The CW Network and the Pac-12 Conference have announced a new media rights deal that will extend their broadcast partnership beginning with the ...
29/08/2025
NEW YORK Gracenote has released a new analysis of its global video dataset showing that the number of FAST channels grew nearly 14% from Q1 2025 and 76% since 2...
29/08/2025
SAN JOSE, Calif. Harmonic has announced a series of improvements to its live sports streaming solution that the company said will improve fan engagement, protec...
29/08/2025
NEW YORK and LOS ANGELES Fox Corp. and YouTube TV last night announced a renewal of the full portfolio of Fox networks, including Fox News Channel, Fox Business...
29/08/2025
Budapest, Hungary, August 2025 - The integration of Microsoft Teams Rooms (MTR) with Lightware's Taurus universal matrix switchers delivers a new level of f...
29/08/2025
Frequency, the engine behind many of the world's best-known streaming television channels, today announced it will launch Studio Live, a next-generation uni...
29/08/2025
In an era when AI and cyber resilience are essential, Scality will mark the 10th anniversary of Scality Day on October 16, 2025 in Paris. This flagship global e...
29/08/2025
Disguise's In-House Creative and Technical Teams Pre-Visualised, Programmed and Delivered Content for the Experience, All Powered by EX 3+
Technology solu...
29/08/2025
Disguise will be demonstrating the latest workflows for TV, film and live events on a number of partner booths at the show
Disguise, the industry-leading tech...
29/08/2025
STOCKHOLM, Sweden Accedo will showcase Accedo Compose, its AI agent-powered modular orchestration layer that assists streaming providers in transitioning client...
29/08/2025
LOS ANGELES Cineverse has announced that it is working with Xperi to bring four of its streaming channels to automobiles for the first time as part of the DTS A...
29/08/2025
DALLAS & ATLANTA Gray Media has announced an agreement with the sports streaming service Victory+ to simulcast 17 Dallas Stars NHL games in 15 television market...
29/08/2025
NEW YORK AND CULVER CITY Comcast NBCUniversal and Amazon have announced new and extended distribution agreements that will expand the content available on their...
29/08/2025
FOOTHILL RANCH, Calif. RED Digital Cinema will feature its Cine-Broadcast Module supporting live broadcast workflows during IBC2025, Sept. 12-15, at the RAI Ams...
29/08/2025
29 Aug 2025
Kyivstar Rings Opening Bell at Nasdaq Marking Landmark Listing and ...
29/08/2025
More than half of all NFL games live on Sky for the first timeFriday 29 August 2025
Sky Sports has announced a new three-year deal with the NFL, extending its ...
29/08/2025
Back to All News
RIV4LRIES: The Trailer of the New Series With Samuele Carrino ...
29/08/2025
Get ready for an inspiring and emotional insight into the world of competitive Irish dancing with My Story: Tomi Champion of the World airing on RT 2 this monda...
29/08/2025
RT has today announced that David McCullagh is to be the new presenter of RT Radio 1's flagship Today programme, which airs every weekday at 10am, replaci...
28/08/2025
By Kristin Feeley, Director, Documentary Film & Artist Programs
If you want to tell untold stories, if you want to give voice to the voiceless, you've got ...
28/08/2025
Directed by Steven Bognar and Julia Reichert, Sundance Institute-supported Amer...
28/08/2025
Corridos have been a cornerstone of M sica Mexicana for generations, telling stories rooted in everyday life. Now, a new chapter is taking shape: motivational c...
28/08/2025
Los corridos han sido un pilar de la M sica Mexicana durante generaciones, contando historias enraizadas en la vida cotidiana. Ahora, un nuevo cap tulo est tom...
28/08/2025
Earlier this month, we promised our Verano Forever party would bring the heat, a...
28/08/2025
L3Harris will provide the Polish F-16V fleet with the Viper Shield electronic warfare system as part of an upgrade program....
28/08/2025
Bilbao, August 26, 2025 - AgileTV, an international television and video technol...
28/08/2025
Ken Wilkinson is an Emmy Awards nominated New York audio engineer who specialises in production sound mixing for film, commercial, episodic and documentary work...
28/08/2025
NEW YORK FuboTV today announced that it will launch Fubo Sports, a skinny bundle that focuses on sports with a subscription price of $56 monthly....
28/08/2025
NEVADA City, Calif. At IBC2025, Sept. 12-15 at the RAI Amsterdam, Telestream will debut its new Global Ingest strategy, introducing a next-generation ingest arc...
28/08/2025
Dr. Rhoda Bernard Releases Groundbreaking Debut Book on Accessible Arts Educatio...
28/08/2025
TAG Video Systems, the leader in software-based IP end-to-end workflow monitoring, deep probing, and real-time visualization, has named Oliver Gappa as Sales Di...
28/08/2025
AI-based voice enhancement will be among a series of innovations making their IBC 2025 debut on the DHD stand B46 in Hall 8 at the RAI Amsterdam Convention Cent...
28/08/2025
Telef nica Servicios Audiovisuales (TSA), the leading system integrator and service provider in the media sector in Spain, with the support of Appear, the globa...
28/08/2025
To fully immerse sailing fans in the world's biggest offshore yacht race, production company, Optical Media turned to LiveU's On-site Production solutio...
28/08/2025
Working with Calrec on its most recent overhaul, radio and television broadcaster, WNED has migrated to a fully IP infrastructure with multiple Type R consoles,...
28/08/2025
Cleeng, the Subscriber Retention Management (SRM ) inventor, has unveiled Cleeng Pro, the first-ever direct-to-consumer (D2C) subscription management platform t...
28/08/2025
Zixi, the industry leader in live broadcast-quality video over IP, today announced that French media distribution platform OKAST has selected Zixi to enable rel...
28/08/2025
Solution offers a streamlined, speaker-free architecture to optimize integration with premium external loudspeakers and advanced loudness metering
Nixer Pro Au...
28/08/2025
Cinegy, the premier provider of software-defined television technology, has announced a strategic partnership with Vision One Touch Film Production Services L.L...
28/08/2025
Telestream, a global leader in media workflow technologies, will debut its new Global Ingest strategy at IBC2025, introducing a next-generation ingest architect...
28/08/2025
Tier 1 operator selects Broadpeak to power high-performance, unified CDN solution across Norway, Sweden and Finland
Broadpeak, a leader in streaming and moneti...
28/08/2025
Leading video software provider, Synamedia, today announced that 24 Frames Digital, one of India's leading live event streaming service providers, has chose...
28/08/2025
Meet VisualOn at IBC2025: See What's Next in AI-Powered Video Streaming Join VisualOn at IBC2025 and discover how our AI-driven Optimizer and advanced media...
Armonk, N.Y. - 21 May 2013: IBM's (NYSE: IBM) new survey of marketing professionals finds that chief marketing officers (CMOs) are differentiating their brands by crunching big data in real-time and automating personalized marketing campaigns. The price tag for failing to meet the needs of todays so-called "omni-channel shoppers" -- who frequent both online and in-store channels -- is $83 billion in lost sales in the U.S. each year due to poor and inconsistent customer experiences. 
