A study of marketers released today confirms that the skills and technologies needed to deliver well-orchestrated omni-channel customer experiences are lacking at most companies. The research conducted by Signal, a marketing technology firm, quantifies the gap between expected benefits of integrated marketing platforms and the current state of fragmented systems. Over 90% of marketers believe that highly integrated platforms will help deliver more efficient programs, better customer experiences and higher marketing ROI. However, because marketers have on average 17 different applications that are highly integrated at only one quarter of the companies surveyed, fewer than 5% of marketers believe their platforms have them well prepared to move ahead with cross-channel marketing.

 

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