Almost two-thirds of marketers are still struggling to integrate marketing technology for good customer experience, a report from Acquia finds.
Despite 84% of marketers saying more marketing tech will play a part in their strategy in the next 12 months, 66% struggle to partner with IT to bring new customer experiences to life.
Marketers are also struggling with using multiple technologies simultaneously, according to Acquia’s inaugural annual global report, Closing the CX Gap: Customer Experience Trends Report 2019. Some 84% of marketers want their various marketing technologies to work together but are unable to make that happen.
While marketers struggle to adopt tech, this could explain why 94% of them are keen to adopt an open-source approach to their customer experience platforms, explained Sylvia Jensen, VP of EMEA marketing at Acquia.
Sylvia said: “With more sophisticated technology available than ever before, 2019 should be a golden age for marketers. However, before marketers can leverage the promise of technologies such as artificial intelligence, data analytics or augmented reality they first need to be able to integrate them within their workflows and make sense of the data.”
