Razorfish’s The State of Always-On Marketing Study Reveals that a Majority of C-Suite Marketers are Prioritizing Targeted Experiences but Few Are Delivering

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Inaugural Study Points to Retail and Consumer Packaged Goods, and Telecom, Media and Entertainment Companies as Global Leaders in Employing Data-Driven Marketing Tactics

Razorfish, one of the world’s fastest growing digital and technology agencies, today released The State of Always-On Marketing (AOM) Study, the first study of its kind to focus on the delivery of data-driven, context-led experiences across marketing channels and devices in real-time. Sponsored by Adobe, Razorfish’s inaugural AOM study is the result of surveying 685 C-Level marketing, technology and business executives globally about how they use marketing technology and services to provide targeted experiences to the Always-On consumer.

The pace of disruption today is being fueled by an increase in socially connected people who are accessing brands and spending more time online — on more devices and in more places — than ever before. With heightened consumer demand for access to real-time information, brand marketers need to maximize technology to remain relevant. However, the study’s findings reveal that there is a disconnect between those who feel confident in their targeting capabilities and those who are actually able to close the loop between customer data and technologies that can leverage that data. This is preventing broad based successful execution of real-time, segmented and measurable experiences.

Key Findings Include:

  •     58 percent of all executives interviewed considered themselves strong at targeting experiences to segmented groups, while only 38 percent reported they are capable of targeting a new customer versus a returning customer
  •     76 percent of marketers are failing to use behavioral data in segmentation analysis and targeting execution
  •     While execs consider themselves strong at targeting experiences to segmented groups, only 13 percent are delivering segmented experiences and measuring the results, proving the 58 percent who think they have strong capabilities may not be able to quantify that perceived value
  •     Less than five percent are actually able to manage experiences in an always-on manner and of the 24 percent who are using behavioral data, less than 20 percent have the capabilities — technology, creative execution/processes and integrated data— to deliver a targeted experience to a recognized customer across channels.

The study also used statistical models to determine an organization's likelihood of being a leader — which is defined as a business that has fully implemented or made improvements toward using digital technology to support data-driven marketing. One of these models (as illustrated in attached table) has enabled Razorfish to predict the probability of being a leader or laggard based on industry, size and country.

“The discrepancy between perceived and tangible targeting capabilities of C-Level marketers is one that we identified a long time ago,” said Pete Stein, global CEO of Razorfish. “In this age of 24/7 connectivity, executives need to be more nimble and targeted than ever before to even have a shot at delivering valuable consumer experiences. Employing an Always-On marketing approach is no longer just a supplemental strategy; it’s become the only way to ensure content and experiences are successfully planned and optimized for consumer-brand interaction.”

“Helping marketers to measure, optimize and personalize their digital campaigns in real-time has been a key focus for Adobe and its customers for years,” said John Mellor, vice president, strategy, business development and marketing, Adobe. “Clearly, many companies are still struggling with when and how to make the full transition to digital. Finding the right technologies and partners to help solve the challenges of always-on marketing is crucial, and Adobe and Razorfish are working together to help companies plan and execute their digital marketing transition.”

To view the full The State of Always-On Marketing Study and to find out if your marketing is Always-On, please visit http://www.alwayson.razorfish.com.

About Razorfish

Motivated and inspired by what's next, Razorfish helps its clients navigate the unknown, drive change and transform business. One of the first pioneers of marketing in the digital age, Razorfish has a unique blend of technology, creativity and media at its core. The agency’s world class capabilities in strategic consulting, experience design, brand building, technology platforms, data services, retail/commerce and media services enable transformational work for clients including Delta Air Lines, McDonald’s, Mercedes-Benz USA, Microsoft, Nike China, Unilever and Uniqlo. Razorfish’s team of 3000 experts spans 19 regions, including Australia, Brazil, China, Germany, Hong Kong, India, Japan, Singapore, the United Kingdom and the United States.

Razorfish is part of Publicis Groupe. For more information, visit Razorfish.com, like us on Facebook or follow us on Twitter.

Razorfish. Here for tomorrow.™

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Isabelle Brenton
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