Survey: Fragmented technology hinders omnichannel experience

Chicago – One-in-two marketers report that fragmented technologies impede their ability to create a consistent experience for consumers across the Web, mobile and other channels. According to a survey of 281 marketers in 16 countries released by cross-channel technology provider Signal, 90% of marketers believe that connecting the disparate tools in their company's marketing technology stack would improve their ability to innovate, personalize consumer interactions, send timely messages, boost loyalty, evaluate campaigns, and increase return on marketing investments.



However, 51% of marketers say they have yet to integrate marketing technologies beyond the most basic level. Fewer than 5% of marketers reported having a fully-integrated technology stack.



The survey also found that:



• 67% of marketers believe the technology landscape is evolving rapidly or at light speed.

• 53% have steadily or significantly increased technology spending in the last three years, and a significant portion are constantly evaluating new tools.

• 63% report the tools in their technology stacks are underutilized.

• 51% feel that their technologies don't help them achieve true cross-channel marketing coordination.

• Only 4% feel well-prepared to move forward with cross-channel marketing based on their technology stack capabilities.

• Just 9% of marketers believe that technology is their strength.