Econsultancy and Responsys have partnered up again this year to perform the annual Cross-Channel Marketing Report. They surveyed 111 companies and agencies based in Asia Pac and the results indicate that companies are still failing to create marketing programs that build relationships with their customers even though they do recognise the long term value in doing so.
Paul Cross from Responsys Asia Pac said, “We’re now moving into a new era of orchestration, where the overall customer experience needs to be seen as a set of combined interactions across all touch points. To remain relevant and continue to drive results marketers need to put the customer at the heart of all activity.”
Responsys have kindly shard some interesting stats from the report:
- 60% of marketers agree it is cheaper to retain existing customers rather than acquire new ones
- 26% are ‘very committed’ to relationship marketing, with a further 20% conducting no relationship marketing at all
- 38% say a lack of team knowledge and experience prevents them from committing to this approach while 24% say they do not have sufficient resources
- 51% of marketers say their main focus is currently on acquisition compared to 34% whose primary focus is on retention, even though they understand the value of building relationships with customers
- 60% believe they should place greater effort on retention marketing
- 34% describe their digital efforts as ‘very integrated’ with their broader marketing strategy
- Only 15% said their efforts with mobile apps and mobile messaging are very integrated
Paul Cross also adds, “The mass marketing era is fading. Marketers who fail to transform their strategies and build long-term loyalty with customers risk getting left behind by their more savvy and nimbler competitors.”
If you are interested in finding out more about the report, you can download your copy via the Responsys website.