December 15th, 2016 by Sam Del Rowe

Marketers are struggling to deliver a seamless omnichannel experience in both the digital and physical worlds, according to a study from the CMO Council. 38 percent of marketers surveyed reported that their digital strategies have yielded mixed results, while 49 percent said that alignment between online and offline channels is selective at best.

These results indicate that improving engagement with the connected customer will be one of the biggest challenges marketers face in 2017. 42 percent of respondents plan to improve integration between marketing campaigns to deliver a comprehensive customer experience, while 37 percent cited connecting digital and physical experiences as a priority. Furthermore, 29 percent intend to invest in additional data management technologies and talent.

“Savvy CMOs don’t see digital as a destination for transformation but instead see the digital experience as a constantly moving evolution for both engagements and operations,” Liz Miller, senior vice president of marketing at the CMO Council, said in a statement. “The year ahead will represent a real turning point in the customer experience as marketers plan to turn their sights toward connecting, streamlining and measuring the entire journey.”

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