Meanwhile, Salesforce reports that most customers (74%) use multiple channels to complete transactions and 76% expect consistent interactions across all channels. But fewer than half say they feel different company departments share information needed to serve them consistently. Obvious but still scary: 61% feel they’ve lost control over their personal information, up from 46% in 2019.
How many companies have a CDP? The answer depends on who you ask and how they define it. In this survey for BlueVenn, 63% of respondents said they had one, up from 51% at the start of 2019. You can question the number but it does seem likely that penetration is growing. Another tidbit: 21% said they have integrated, omnichannel customer experience spanning all channels and the entire customer lifecycle. Plenty more here of interest.
It would be fitting to round out this issue with Quad’s announcement of a new direct mail platform, but the core feature – merging mail streams from several companies to reduce postage – is quite modest and I doubt you care, Dear Reader.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.