Move from marketing agony to marketing ecstasy. In an insightful webinar on Marketers’ Biggest Challenges, Linus Gregoriadis, Research Director from Econsultancy, and Jess Stephens, Chief Marketing Officer from SmartFocus, draw out highlights from the Marketing Pain Points & How to Overcome Them report, discuss their 'migraine rating' and examine how some of these marketing pain points can be mitigated. The webinar drills down into a number of data-related pain points, including marketing attribution and gaining a single customer view, and covers themes including personalization, contextualization and email, as well as highlighting success stories from Waterstones, Peak Performance and TM Lewin. - See more at: http://www.smartfocus.com/resources/marketers-biggest-challenges-webinar#sthash.s3sFLNyM.dpuf

1. 12 October, 2015

2. 12 October, 2015

3. Introduction
• Increased consumer connectivity has created new
opportunities for marketers, but many feel
overwhelmed by the quantity of data
312 October 2015

4. Introduction
• Increased consumer connectivity has created new
opportunities for marketers, but many feel
overwhelmed by the quantity of data
• 68% of marketers believe that marketing is more
stressful than it was five years ago
412 October 2015

5. Introduction
• Increased consumer connectivity has created new
opportunities for marketers, but many feel
overwhelmed by the quantity of data
• 68% of marketers believe that marketing is more
stressful than it was five years ago
• Unlocking these opportunities requires embracing
new skill sets in order to be successful in the
digital age
512 October 2015

6. About the survey
• More than 500 client-side marketers,
predominantly from the UK and US, and working
in a range of sectors
• Information about the online survey, including the
link, was emailed to Econsultancy’s user base and
promoted on social channels
612 October 2015

7. 7

8. 8

9. Pain points
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10. Top five challenges for marketers
• Working with IT
• No time for testing
• Creating a single customer view
• Lack of budget
• Too much data / complexity of data
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11. KEY PAIN POINTS
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54% believe that IT and web
development teams are a major
bottleneck

13. “IT are essentially a limited
resource with infinite
demand. What they do gets
prioritised. One way to ease
the pain is to ensure
requests have a really
compelling ROI case.”
Tim Watson, Email Marketing Consultant
and Founder, Zettasphere
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47% worry that there is no time to test
and optimise campaigns

15. “A lack of time to test and
optimise is really a lack of
priorities. With testing it is
quality, not quantity, that
matters.”
Mark Patron, Consultant, Patron Direct
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16. 12 October, 2015
Steven White Jenni Smith Julian Grant
Broad testing criteria lead to success

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42% say they’ve always wanted a
single customer view, but
haven’t been given the time,
budget or IT resource to build
one

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41% can’t keep track of customers
across different channels and on
different devices

19. “Even the big brands you’d
expect to have this nailed
find it a constant battle to
keep the path connected.”
Ian MacArthur, Director, Once We Were
12 October 2015
“Without competent tracking of
customers you are executing
your marketing activity
blindfolded.”
David Reilly, Digital Consulting
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41% say they don’t have enough
budget, or their budget is
decreasing

22. “Present to your CFO a clear
business case with a list of the
business benefits you expect to
realise, and how these will be
measured by whom and when.”
John Lowe, Principal Consultant, Momentum Digital
Transformation
12 October 2015
“I’ve never met a CEO or CFO
that can’t make budget available
when a robust business case
can be demonstrated.”
Tim Watson, Email Marketing Consultant and
Founder, Zettasphere
22

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40% are struggling with multiple data
sources

24. 12 October 2015 24
40% have trouble defining attribution
and assessing the touch points
required to convert a customer

25. DATA CHALLENGES
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26. On a scale of 1-5, where 1 is a minor headache and 5 is
a serious migraine, how much of a pain are the
following data-related activities?
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Respondents: 138

27. EMAIL
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28. 12 October 2015 28
53% of responding companies are
struggling to send out engaging
email campaigns quickly

29. Please indicate whether you agree or disagree with
the following statements.
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Respondents: 141

30. 12 October, 2015
Cormac Folan, Digital Marketing Manager
at TM Lewin explains how he achieves
excellence in email by: “automating our
CRM and segmentation processes,
personalising our email marketing
campaigns in real-time [and] scaling those
campaigns at the click of a button
“Automation”
“Real-time”
“Scale”

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86% of marketers are able to
personalise email content to
individual customers, or aim to
be doing so

32. Please indicate whether you have the following
marketing capabilities.
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Respondents: 139

33. “Targeting of content is for
marketers just common sense,
and the whole industry is
moving towards more
behaviourally targeted content.”
12 October 2015 33
Tim Watson, Email Marketing Consultant and
Founder, Zettasphere

34. 12 October, 2015
"You can absolutely personalise for users
who are not logged in," Ed Armitage
explains. "Rather than tailoring the
experience to people's purchase history,
you can still upsell and cross sell products
based on location, browsing behaviour
and a host of other factors.”
"Each method of recognising the
customer allows us to personalise using
additional data sets and more complex
algorithms. ” - Ed Armitage, eCommerce
Director

35. PERSONALISATION
AND
CONTEXTUALISATION
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36. 12 October 2015 36
80% of responding companies agreed
that context is king when
communicating with customers

37. 12 October 2015 37
30% of responding marketers say
they are blindly sending
messages regardless of profile
or location

38. Please indicate whether you agree or disagree with
the following statements.
12 October 2015 38
Respondents: 110

39. Peak Performance case study
Key achievements
of sales were generated by
product recommendations
increase in website clicks increase in Average
Order Value (AOV)
increase in AOV from sales
of products looked at and bought
in different browsing sessions
12 October, 2015
Recommendation engine:
If a female customer was browsing for ski jackets,
the website would recommend a pair of women’s ski
trousers that are more expensive than the last viewed

40. Key findings
• The biggest ‘pain points’ include
– IT teams presenting a bottleneck
– Lack of time for testing and optimisation
– Lack of budget
– Building a single customer view
– Managing data … including attribution and complexity
• Companies are least equipped in:-
– Personalisation
– Mobile marketing
– Improving the omnichannel customer experience
– Proximity marketing solutions
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