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Digiday reaches an elite community of digital marketing pros in the U.S. What is the state of things? While being among the most sophisticated in their craft, few marketers optimize consumer engagement or use consumer interaction to personalize and coordinate offers. Based on the results from 359 Digiday readers, marketers are gradually engaging on consumers’ terms. It’s hard! Read this report to understand how most firms in the study are experimenting with new media and channels. Some revelations include:
- 59 percent of media firms do not yet see social media as a strategic imperative.
- 58 percent of advertisers are “somewhat effective” when coordinating communications across channels.
- Most brands track and segment their target audience, but few syndicate usage among their partners.