Many B2C marketers are finding it difficult to fulfill priorities this 12 months, a study from Forrester reports. These range from increasing ROI and meeting data challenges to implementing AI technology.
Priorities. The top priorities for B2C marketers were:
- Increase give attention to customer experience (28%);
- Increase customer engagement across the lifecycle (27%);
- Improve how our brand is perceived by customers and prospects (26%);
- Improve the ROI/effectiveness of selling (25%);
- Increase our brand’s ability to energise customer relationships and create passionate advocates (24%).
(The 906 marketing decision-makers provided multiple answers to the query.)
Challenges. The challenges getting in the way in which of marketers’ priorities:
- Changing economic conditions (26%);
- Quality of customer data (25%);
- Brand perception doesn’t reflect our desired brand identity (25%);
- Lack of cross-functional alignment on business objectives (23%);
- Process inconsistency on account of poor integration or redundancy in technology solutions (22%).
Dig deeper: How data clean rooms might help keep the Internet open
Difficulties. Marketers are also having a tough time with the priorities they got by their organizations. Among essentially the most difficult:
- Update our data technique to adapt to data deprecation (47%);
- Introduce or enhance AI capabilities (47%);
- Implement an omnichannel marketing strategy (45%);
- Improve the ROI/effectiveness of selling (44%);
- Implement agile frameworks, methodologies or principles (44%).
Marketing execution. B2C marketers are also having a tough time with marketing execution. Specifically:
- Personalizing, communications, experiences and interactions (41%);
- Coordinating different marketing service providers (including agencies) (40%);
- Creating a single view of the client across channels and interactions (37%);
- Driving decision-making and customer insights (34%);
- Managing data quality (31%).
Why we care. Data privacy regulations and compliance issues proceed to affect marketing goals. To meet the moment, organizations should control what they will — namely the interior processes and tech solutions. Only then can customer experience, brand perception and other customer-facing difficulties be improved. With less access to customer data and more regulated data practices, more B2C orgs also will likely be compelled to look hard on the ROI from retail media networks and other data collaborations via data clean rooms.
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