POST SUMMARY: Razorfish defines Always-On Marketing as data-driven, content-led experiences, delivered across channels and devices in real time. Very few businesses are equipped to compete in real time, and most struggle with the most basic technology and marketing programs. What’s driving the need to become an Always-On marketer? The pace of change and intensity of disruption is accelerating, fueled by an increase in socially connected people who are today’s mainstream. These consumers access brands multiple times per day — and spend more time online, on more devices and in more locations than ever before.
A major executive disconnect exists between segmentation development and digital execution.
Fifty-eight percent of all executives interviewed consider themselves strong at targeting experiences to segmented groups. So, we expected to find evidence that most execs are maneuvering their technology and marketing programs to pull off a holistic digital marketing program. That is not the case — only 38 percent of those interviewed are capable of targeting a new customer versus a returning customer.
Most lack the ability to use critical behavioral data.
Seventy-six percent of marketers are failing to use behavioral data in segmentation analysis and targeting execution. While the vast majority of them are only utilizing CRM, demographic and historic sales data, marketers are missing out on high-frequency, real-time data that is only made possible by integrating behavioral data.
Segmentation and measurement isn’t informing digital execution.
While execs consider themselves strong at targeting experiences to segmented groups, only 13 percent are delivering segmented experiences and measuring the results. So, even those who believe they have strong targeting capabilities (58 percent) may not be able to quantify that perceived value.
Very few are capable of delivering real-time analytics and experiences.
Less than 5 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.