Consumer Focus Is Lost in Ad-Tech Complexity

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


When asked to rate themselves on their effectiveness in maintaining a “unified consumer view” in their online and cross-channel marketing, marketers, agencies and publishers  alike give themselves a failing grade. It’s not a shock that most marketing and agency pros blame the complexity of the technology, multiple emerging channels and lack of unified measurement for losing their lock on consumers. But publishers? When publishers lose track of their audience, and their ability to find and engage consumers regardless of medium, there’s something seriously wrong with the picture.
Working with PulsePoint and The CMO Club in late February and early March, Digiday’s State of the Industry Survey drew 689 opens and more than 400 completed “Digital Marketing Capabilities Assessments” from digital media and marketing pros. Marketers gave themselves consistently low ratings across a range of capabilities, but said they ranked worst in providing a “unified customer view” and “social listening for content and influencers.” Publishers also gave themselves the lowest scores on those subjects, followed closely by how well they deliver a “paid, owned and earned” media framework, and “seamlessly execute across programs.”

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