The Organizational
Quandary
Qubit commissioned a Forrester Consulting
survey to find out the issues marketers face
with di...
1. Executives support
digital marketing
technology
“Do you have a marketing technology strategy in place today?”

Yes
84%

“Do you agree with the following statements regard...
2. Having no marketing
technology strategy
affects business
“Do you have a marketing technology strategy in place today?”

No
16%

“Given that you do not have a marketing technology
...
3. Companies believe
their digital marketing
is integrated
“Do you feel that your existing digital marketing technology is...”
Integrated; it supports end-to-end marketing workflows...
4. But the majority
have existing
digital marketing
technology that
lacks full integration
“Which statement best reflects the state of your existing
digital marketing technology?”

We use all of our digital market...
5. When marketing
technology does not work,
business costs increase
and revenues suffer
“What are the three biggest negative impacts to your business of your
marketing technology not working for you?”

Increase...
6. Ecommerce and
marketing own
digital marketing
technology
“Which department controlled, controls, and will control the majority of your
marketing technology budget?”
Last financial...
7. Digital marketing
toolkit expands to
include optimization
What are your firm’s plans to adopt the following digital marketing technologies?
Ad serving

62%

56%

Mobile website

54...
8. Optimizing digital
experience is
currently a
top priority
“Which of the following digital marketing strategies will be your two most
important strategies this year?”

Optimize the ...
9. Several factors interfere
with effective marketing
technology use
“What are the top three factors preventing you from being more effective
with your digital marketing technology?”
The stru...
10. Building out mobile

channel and integrating
technology is in the top
three priorities
“What will your organization’s top three digital technology projects
be in the year ahead?”

Build out our mobile channel ...
Download the
whitepaper here
to read more
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Digital Technology: The Organizational Quandary, Qubit and Forrester research

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Qubit recently commissioned Forrester Consulting to carry out a research project on the difficulties marketers are facing in getting the most out of their digital marketing technology. Read on for the key findings from the whitepaper, 'Digital Technology: The Organizational Quandary', September 2013.

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Digital Technology: The Organizational Quandary, Qubit and Forrester research

  1. 1. The Organizational Quandary Qubit commissioned a Forrester Consulting survey to find out the issues marketers face with digital marketing technology What did we learn?
  2. 2. 1. Executives support digital marketing technology
  3. 3. “Do you have a marketing technology strategy in place today?” Yes 84% “Do you agree with the following statements regarding you marketing technology strategy?” Senior manager supports it 91% It is well defined 88% Successfully implementing it is key to delivering on revenue growth targets 86% It is tightly aligned with business and corporate strategies 84% It is tightly aligned with my IT strategy 81% Base: 185 digital marketing decision-makers from the US and the UK Source: A commissioned study conducted by Forrester Consulting on behalf of Qubit, August 2013
  4. 4. 2. Having no marketing technology strategy affects business
  5. 5. “Do you have a marketing technology strategy in place today?” No 16% “Given that you do not have a marketing technology strategy in place today, do you agree with the following statements?” It will negatively affect my firm’s ability to deliver on its revenue growth targets 90% It’s why my digital marketing technology is poorly integrated 87% It’s why my digital marketing technology is not clearly measured against the revenue it generates 63% It’s why my digital marketing technology does not support an end-to-end digital marketing workflow 60% It’s why my digital marketing technology is a joint crosschannel interaction with my customers 53% Base: 185 digital marketing decision-makers from the US and the UK Source: A commissioned study conducted by Forrester Consulting on behalf of Qubit, August 2013
  6. 6. 3. Companies believe their digital marketing is integrated
  7. 7. “Do you feel that your existing digital marketing technology is...” Integrated; it supports end-to-end marketing workflows and multichannel campaign execution, which contribute to a unified customer experience across all digital channels 43% Somewhat integrated; it supports end-to-end marketing workflows and multichannel campaign execution but has gaps that affect its ability to deliver a unified customer experience across all digital channels 44% Channel-focused; it lacks a full end-to-end marketing workflow, which significantly affects my organisation’s ability to deliver a unified customer experience across all digital channels 13% Breakdown of marketers with integrated digital marketing technology By geography By vertical By company size US 39% Retail 39% $10m - $99m 12% UK 50% Wholesale trade 50% $100m - $499m 49% $500m - $999m 44% Over $1 billion 61% Travel, media utilities 29% Base: 185 digital marketing decision-makers from the US and the UK Source: A commissioned study conducted by Forrester Consulting on behalf of Qubit, August 2013
  8. 8. 4. But the majority have existing digital marketing technology that lacks full integration
  9. 9. “Which statement best reflects the state of your existing digital marketing technology?” We use all of our digital marketing technology to its maximum capacity 44% We use all of our digital marketing technology, but don’t use (or underuse) some features and functionality 35% A small proportion of the marketing technology we invested in is “shelfware” 12% A significant proportion of the marketing technology we invested in is “shelfware” 9% Base: 185 digital marketing decision-makers from the US and the UK Source: A commissioned study conducted by Forrester Consulting on behalf of Qubit, August 2013
  10. 10. 5. When marketing technology does not work, business costs increase and revenues suffer
  11. 11. “What are the three biggest negative impacts to your business of your marketing technology not working for you?” Increased cost of customer acquisition 51% Reduced new sales revenue 52% Reduced customer lifetime value 43% Decreased renewals 40% Increased marketing effort and costs 32% Increased customer churn 30% Base: 185 digital marketing decision-makers from the US and the UK Source: A commissioned study conducted by Forrester Consulting on behalf of Qubit, August 2013
  12. 12. 6. Ecommerce and marketing own digital marketing technology
  13. 13. “Which department controlled, controls, and will control the majority of your marketing technology budget?” Last financial year IT Current financial year Next financial year 32% 15% 11% Marketing 42% 49% 36% eCommerce 16% 30% 48% Operations 9% 6% 6% 1% 1% 0% Other “Which department has been, is, and will be mostly managing the implementation and execution of your marketing technology?” Last financial year IT Current financial year Next financial year 30% 16% 16% Marketing 41% 56% 56% eCommerce 22% 24% 24% Operations 7% 3% 3% 0% 1% 0% Other Base: 185 digital marketing decision-makers from the US and the UK Source: A commissioned study conducted by Forrester Consulting on behalf of Qubit, August 2013
  14. 14. 7. Digital marketing toolkit expands to include optimization
  15. 15. What are your firm’s plans to adopt the following digital marketing technologies? Ad serving 62% 56% Mobile website 54% Product recommendations 54% Behavioral targeting 54% Bid management 48% Personalization platform 43% Multivariate testing 43% A/B testing Optimization 64% Web analytics Measurement Paid search SEO Audience acquisition 70% 41% Base: 185 digital marketing decision-makers from the US and the UK Source: A commissioned study conducted by Forrester Consulting on behalf of Qubit, August 2013
  16. 16. 8. Optimizing digital experience is currently a top priority
  17. 17. “Which of the following digital marketing strategies will be your two most important strategies this year?” Optimize the digital customer experience 50% Deliver a consistent and improved customer experience across all channels 36% Optimize marketing spending 36% Grow marketing spending 33% Achieve greater agility with our digital marketing campaigns 24% Improve the effectiveness of our digital marketing technology in generating revenue 22% Base: 185 digital marketing decision-makers from the US and the UK Source: A commissioned study conducted by Forrester Consulting on behalf of Qubit, August 2013
  18. 18. 9. Several factors interfere with effective marketing technology use
  19. 19. “What are the top three factors preventing you from being more effective with your digital marketing technology?” The structure of my organization’s marketing teams 41% Our marketing services partnerships aren’t always aligned with what we want to achieve with our digital marketing technology 41% We lack a well-defined and/or standard digital measurement strategy, so we don’t have a consistent view on the effectiveness of our digital marketing tools 32% We struggle to recruit and/or retain relevant digital marketing skill sets 32% Lack of budget is a significant constraining factor 32% Marketing workflows are poorly aligned with development cycles 30% Our technology does not work well together and/or is not integrated 24% Our digital marketing workflows are incomplete and/or ineffective 23% Our digital customer data does not work well together 19% We lack a customer data-driven culture 13% There are gaps in our digital marketing toolkit 12% Base: 185 digital marketing decision-makers from the US and the UK Source: A commissioned study conducted by Forrester Consulting on behalf of Qubit, August 2013
  20. 20. 10. Building out mobile channel and integrating technology is in the top three priorities
  21. 21. “What will your organization’s top three digital technology projects be in the year ahead?” Build out our mobile channel (apps, mobile Web, etc.) capabilities 53% Integrate digital marketing technology 46% Build out social channel capabilities 44% Build out strategic digital marketing services partnerships 43% Rationalize existing digital marketing technology 39% Rationalize existing marketing services partnerships 31% Reorganize digital, marketing, and analytics teams to better support joined-up digital marketing 31% Integrate customer data 13% Base: 185 digital marketing decision-makers from the US and the UK Source: A commissioned study conducted by Forrester Consulting on behalf of Qubit, August 2013
  22. 22. Download the whitepaper here to read more

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