Selligent Marketing Cloud Study Reveals Digital Marketers' Struggle to Deliver Consistent Omnichannel Experiences

41% of marketers surveyed find it difficult to launch integrated campaigns across channels

SAN JOSE, Calif.– June 26, 2019 – Global B2C marketing automation company, Selligent Marketing Cloud, today announced the findings of a study that polled marketers about the integration of their technology stack to deliver an immersive, consistent customer experience. The survey of 221 digital marketers reveal that the omnichannel excellence struggle is real – with almost half of respondents saying that they find it ‘difficult’ or ‘very difficult’ to launch integrated campaigns. With 65 percent of customers frustrated about inconsistent experiences across channels, the reality for digital marketers is still at odds with consumer expectations.


The study found that while marketers are confident about the individual components of their marketing strategy, they still have a way to go when it comes to integration.

  • Disjointed Technologies: 69 percent do not have one single solution to execute omnichannel campaigns, with some indicating having it in future plans. 16 percent strive to have one solution but are unsatisfied, while only 14 percent claim to successfully utilize one solution across all channels today. 
  • Tying Omnichannel Behavioral Data: 41 percent are dissatisfied with their ability to tie omnichannel behavioral data back to an individual customer, with only 16 percent saying they do it successfully today. One-third of respondents have no capabilities to do it today and have it in future plans.
  • Email Still King: 94 percent of marketers actively and successfully use Email as part of their omnichannel strategy, making it the most popular channel. Website and Social came in at 86 percent and 81 percent, respectively. Surprisingly, only 52 percent noted mobile as an active and successful channel used, despite more than half of U.S. website traffic coming from mobile devices. Other channels noted are SMS (22%), In-store (19%), Chatbots/Web chat (15%), and Push notifications (14%). 
  • Disconnected Experience: only 8 percent of respondents share loyalty marketing data with the contact center in real-time –and a whopping 20 percent do not share any customer information between marketing and service. 44 percent share ‘some information’ but do not have the capabilities to do so in real-time.

“The disconnect across business units like service and marketing is no surprise but a challenge that companies today need to address head-on,” said Niki Hall, CMO of Selligent Marketing Cloud. “Making omnichannel work means orchestrating messages across all channels and ensuring that the content is personalized and delivered at the right time. This can only happen at scale with technology that provides visibility into the data and prompt execution on insights shared across all departments. Successfully building long-term customer relationships and loyalty is dependent on a brand’s ability to deliver consistent, relevant experiences regardless of channel.”

Selligent recently announced a partnership with Genesys to integrate marketing and contact center systems to provide a full 360-degree view of the customer, delivering best-in-class customer experiences.


About Selligent Marketing Cloud

Selligent Marketing Cloud is a sophisticated B2C marketing platform that empowers ambitious relationship marketers to maximize every moment they engage with consumers. With native AI capabilities, a robust data layer, and a powerful omnichannel execution engine, Selligent Marketing Cloud enables marketers to easily target, trigger, and deliver highly personalized messaging across all critical channels.

More than 700 global brands in retail, travel, automotive, publishing, and financial services trust Selligent Marketing Cloud to help deliver their marketing programs. With 10 offices across the United States and Europe and more than 50 partners, Selligent serves over 30 countries with local, personalized service.

Learn more at and connect with the team at TwitterLinkedIn, and our blog.


Media Contact:
Sylvie Tongco, Director of Corporate Communications

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