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PulsePoint Study Reveals a Glaring Divide Between Consumers and the Current Digital Marketing Practices Used to Engage Them(May 08, 2012)
NEW YORK, NY -- (Marketwire) -- 05/08/12 -- PulsePoint, a global digital technology company headquartered in New York City, today announced the results of "Bridging the Digital Divide," a landmark report that examines the digital marketing capabilities, top challenges and priorities of nearly 400 senior marketers, agency executives and publishers.
Developed in partnership with The CMO Club and Digiday, PulsePoint fielded this study to help clients and the industry at large gain a wider view of the effectiveness of digital marketing practices being employed to reach consumers. The initial hypothesis for the research centered on assumed gaps in the capabilities and perspectives amongst marketers, agencies and publishers. Contrary to this assumption, the research uncovered the gap is in fact between fluid, channel-agnostic digital consumers and the current practices the industry as a whole uses to reach and engage them.
According to PulsePoint CMO Rose Ann Haran, "Consumers are moving freely across channels and devices, interacting with brands and content in real-time. The digital industry is not flowing as easily with this liquid audience. Channel-centric technologies and processes are causing a divide between our marketing capabilities and our ability to truly engage the consumer in a real-time interactive manner."
Key Survey Findings:
Across all respondents, multi-channel digital marketing, which is media siloed in terms of planning, buying and reporting, is what best defines the current practices of today. The two other marketing capabilities measured in the study, cross-channel marketing, where lessons from specific channels inform other channels; and real-time interactive, a dynamic automated marketing practice, were not as widely adopted.
When assessing the ability to execute digital marketing programs, the responses vary, but marketers and publishers are more closely matched in their assessments versus agencies, who rank themselves very high.
The study cites "overwhelming complexity" and a "lack of unified measurement" as key challenges preventing the industry from being properly aligned with the consumer. The impact of these two forces spreads across a number of fundamental marketing areas, hampering the tracking of consumer journeys and connected customer experiences. Other factors driving the divide include a misalignment of priorities the industry sees as important to improving their digital marketing practices.
"There is a recognized need to stay connected to the digital consumer and evolve to more unified practices and processes, but the majority of the industry is not focused on this in the near term," said Karl Lendenmann, Ph.D., SVP of Research for PulsePoint. "Marketers, agencies and publishers are looking to single point solutions for measuring campaign performance and optimizing within channels versus seeking end-to-end solutions that apply cross-channel lessons and enable seamless execution across programs."
While PulsePoint's study details the causes and challenges of the digital divide, the research also uncovers clear pathways to bridge the chasm and enable relevant, real-time interactive experiences that are aligned with the consumer. When applied in unison, real-time intelligence and unified automation are two evolutionary forces that can greatly enhance digital marketing executions and are necessary for customized, connected engagements.
Reactions to PulsePoint's "Bridging The Digital Divide" Report:
"The divide is reminiscent of CRM from 2000. As digital agencies, we need to continue to help brands focus on engaging the consumer across all screens with relevant content based on real-time intelligence. Operating from a channel-centric mindset will fail our clients, and ultimately their customers." -- Velocidi CMO, Margaret Molloy
"We were fortunate to have a preliminary report shared at our CMO CLUB Innovation Summit 10 days ago, and the CMOs attending were energized at the findings and starting sharing ideas immediately on best ways to eliminate that gap between their companies, agencies, and their customers. The study was a great catalyst." -- The CMO CLUB Founder and CEO, Pete Krainik
"We commend PulsePoint for investing in this wide-lensed and insightful research exploration. We were also thrilled that they tapped us as one of their key research partners. Their commitment to expanding understandings of key topics the industry faces is a commitment we share." -- Digiday Founder and CEO, Nick Friese
"These findings underscore the need for marketers to consider digital as a key buy when it comes to reaching consumers, since interactive is a vital part of their cross-platform lives." -- IAB Senior Vice President, Research, Analytics & Measurement, Sherrill Mane
To download "Bridging the Digital Divide: How Marketers, Agencies and Publishers can Evolve from Channel Specialists to Consumer Specialists," visit: http://info.pulsepoint.com/Bridging-the-Digital-Divide-/
PulsePoint is a global digital technology company committed to helping marketers and publishers gain greater audience transparency and deeper engagement across digital channels at unprecedented scale. PulsePoint's holistic platform integrates analytic and ad-serving solutions that power predictable audience engagement across display, social, mobile, video and email. PulsePoint delivers a spectrum of services, including data management, content distribution, contextual ad exchange capabilities, RTB and crowd sourcing. The company's real-time, patented technology powers the digital marketing success for each of the agency holding companies and thousands of leading brands and publishers. Investors in the company include Draper Fisher Jurvetson (DFJ), DFJ Gotham Ventures, DFJ New England, Investor Growth Capital, Updata Partners and VantagePoint Capital Partners. PulsePoint is headquartered in New York, with offices across the US and the UK. For more information, please visit www.pulsepoint.com.
About The CMO Club
The CMO Club was created for the unique purpose of bringing Chief Marketing Officers together in an environment of openness and contribution that enables them to become better at what they do. Tailored exclusively to top marketing executives, this club hosts dinners and events, shares reports and research from leaders in the marketing industry, and leverages the first online network for "CMOs only" for sharing ideas, helping each other, and serving as a resource for CMO career opportunities. Find out more about The CMO Club at www.thecmoclub.com.
Digiday is a media company and community for professionals who work in the digital media, marketing and advertising industry. Our mission is to connect the industry with insightful analysis and perspective, as well as each other. We provide key insights and information through our online publications and conferences that cover the changes, trends -- and why they matter. The focus is on quality, not quantity, and honesty instead of spin. We cover the industry with an expertise, depth and tone you won't find anywhere else. The entire team at Digiday is driven to produce the highest quality publications, conferences, and resources for our industry. Find out more about Digiday at www.digiday.com.
Copyright 2012 PulsePoint, Inc. All Rights Reserved.
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