Nine out of ten marketers have claimed that achieving a joined-up customer experience is important, but few manage to realize it.
According to research by Econsultancy, a publisher of insight on digital marketing and e-commerce technology, while 90 per cent of firms hope to create a multi-channel experience for consumers, fewer than four per cent do.
The three greatest barriers to achieving this were cited as organizational structure, difficulty unifying different sources of customer data and complexity of the customer experience.
Ashley Friedlein, chief executive officer at Econsultancy, said that most firms recognize the importance of joined-up marketing.
"Awareness is widespread, but the battle to actually implement integrated workflows is still taking place - and most marketers are losing out," he said.
In addition, Professor Joshua Bamfield, director of the Centre for Retail Research, claimed that it is the better small retailers which have embraced Twitter and social media.
Posted by Rachel Wheeler