Market Data

Top Mobile Challenges CMOs Face With Data-Driven Marketing

The emergence of digital has caused the Chief Marketing Officer role to evolve, and now requires they navigate through dynamic mobile challenges of today. CMOs must now act as informed dynamic power players, and cater directly to the modern consumer. Recent research from Argyle Executive Forum in partnership with Oracle Marketing Cloud surveyed top struggles in an effort to help marketers skillfully decipher the data they receive, and leverage it for better campaign outcomes.

Demonstrating ROI

33% of CMOs said they struggled to demonstrate a return on their investments to their executive team, and said some mobile challenges made it difficult to prove just how effective their implemented strategies were, regardless of whether the campaign was successful. Aside from demonstrating ROI, marketers said their biggest challenges were:

  • Translating data into actionable insights (22% of respondents)
  • Integrating both old and new technology to support their marketing strategy (25%)
  • Evaluating all of the possible new solutions (20%)

Converting Data Into Emotional Connections with Customers

66% of CMOs indicated their point of focus throughout the rest of 2017 is further transitioning into a data-driven department and seamless omnichannel experiences:

  • 18% say they’re focusing on the emotional connection between their brand and their customers
  • 35% said further transitioning into a data-driven department is a priority
  • 31% of CMOs will focus on seamless omni-channel customer experiences
  • 15% say content marketing will be a higher priority this year

Interesting to note, CMOs underscored the importance of a holistic understanding of the customer journey. Pertaining to how organisations approach testing new ideas and strategies, 66% measured using various informal methods, while only 14% test new ideas with an extremely structured method to measure the ROI tied to changes. 12% of marketers say they test new methodologies without formally measuring, while 8% don’t test anything until they’ve performed an extended analysis.

A/B Testing & Personalisation

One of the most startling findings from Oracle was just how few marketing leaders run A/B testing. 24% said they run A/B testing monthly, while 19% only run them quarterly. 12% of marketers only run A/B tests annually, and shockingly, nearly half (45%) don’t run any A/B tests on their marketing campaigns. As consumers use more ad blockers due to data overages, brands should lean towards personalised mobile native content to set them apart from the noise.

When asked how they would describe their current personalisation efforts, 48% of marketing leaders described it as average, and said some of the information their customers receive is personalised, but the rest isn’t. 28% called their personalisation efforts ‘below average,’ and said most of the content their customers received was not personalised. The remaining 24% said a lot (20%) or most (4%) of the info their customers acquired was personalised to their wants and needs. While these marketers with advanced personalisation are on the right track by serving up targeted content for their customers, 96% of CMOs have some work to do in this area. A collective look at this data also reveals 76% of marketing leaders believe their customers receive little to no personalised information, affirming the necessity for more personalisation. Whether it be stepping back to basics and developing clearer ideal customer profiles, or delving deeper into the data that’s available, A/B testing and personalisation should be top priorities for mobile marketers moving forward.
In a recent Ooyala study, smartphones accounted for 45% of all video plays globally, while desktops see 44%. In APAC, short-form desktop viewing was 28% higher than the world average, which proves 1. APAC consumers are craving more short-form content and 2. Mobile is about to play an integral role in hosting hyper-interactive content. Consumers demand for interactive experiences, fueled by online competition and increased mobile usage, should be the primary challenge brands target in full force. Marketers must strive to overcome mobile challenges by pulling opportunities from the data they collect. Brands that aren’t offering content exclusive to mobile are missing the lion’s share of the market, whereas those that are able to interpret rich data available will be able to implement more personalised A/B testing, and forge stronger emotional connections with a seamless omni-channel strategy.  

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