New research from Resulticks shows that marketers in India rank the inability to act on data in real time and the lack of an omnichannel marketing strategy as the two biggest challenges they face. The research, commissioned by Resulticks and conducted by Valuvox, surveyed 414 senior marketing executives across 17 industries spanning multiple business types and sizes.
Omnichannel Marketing Readiness in India – A Resulticks Research Report, finds that marketers rated personalization (75%), a unified 360° customer view (64%), and seamless customer journeys (37%) as the three most critical initiatives for an omnichannel engagement strategy. However, a majority of those marketers also noted that their existing martech platforms underperformed in key omnichannel capabilities such as multichannel execution and data consolidation.
“As new channels proliferate and consumers become more digitally savvy, India’s businesses are challenged to transform how they engage with their audiences,” said Redickaa Subrammanian, co-founder and CEO of Resulticks. “Those leading the transformation have embraced an integrated, truly omnichannel approach and developed the capabilities and insights to deliver, analyze, and individualize customer journeys in real time and across touchpoints.”
Based on the omnichannel readiness reported by respondents, the research classified them as Leaders, Aspirants, Followers, and Others. Nearly all considered integrated marketing automation solutions and data integration tools as top priorities over the next three years.
