North American Digital Marketers Rank Key Goals and Challenges


Forrester-NA-Digital-Marketers-Top-Goals-Aug2014North American digital marketing decision-makers are more focused on winning new customers than they are on retaining existing ones, according to [download page] a study conducted by Forrester Consulting on behalf of Salesforce ExactTarget Marketing Cloud. Interestingly, few identified the orchestration of personalized customer experiences across multiple digital touch points to be a top-3 goal. That may be related to where respondents feel that personalization has its biggest impact: 44% feel that their personalization efforts have had significant impact on retention/loyalty metrics, compared to 31% feeling that those efforts have had the same amount of impact on acquisition metrics.

Still, it’s interesting to see personalization rank lower than stellar customer service in the list of top digital marketing goals, particularly as recent research has found it to be US marketers’ most important future area.


Nevertheless, while personalization may not be a top goal among the digital marketers surveyed by Forrester and ExactTarget, it is a big challenge. Indeed, presented with a list of 8 challenges and asked to identify their top 3, almost half cited personalization of every customer interaction with relevant experiences. That was the leading top-3 challenge, ahead of related challenges such as meeting the expectations of the always-connected customer and analyzing streams of digital data from every customer interaction. (See here for more on personalization’s challenges and opportunities.)

By: Dr. Augustine Fou Thursday, August 28th, 2014 news

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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