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econsultancy-cross-channel-data-feb-2012.jpg90% of global company marketers believe that using online data to optimize the offline experience will be either very important (51%) or quite important (39%) in the next few years, according to [download page] a survey released in February 2012 by Econsultancy in partnership with Adobe. Agencies agree: 49% say that online data will be very important to their clients for optimizing the offline experience, while a further 43% said it will be quite important.

Offline Data Important for Online Experience, Too

The vast majority of companies and agencies believe that it will be important to use offline data to optimize the online experience, too. 42% of company marketers said this would be very important in the next few years, while 47% agreed that it would be quite important. Among agency respondents, 38% indicated this to be very important to their clients, with a further 52% citing it as quite important.

Overall, 73% of company respondents and 75% of agency respondents agree that they or their clients will have a more cross-channel approach to marketing this year.

Marketers Willing to Experiment

Data from the “Quarterly Digital Intelligence Briefing” indicates that most marketers will be experimenting with digital this year. In fact, company respondents were twice as likely to say they were going to experiment heavily with digital as they were to say their digital plans mainly involved more of the same (64% vs. 33%). Among agency respondents, the same trend was apparent, although with less of a disparity: 61% said their clients would experiment heavily with digital this year, compared to 44% who said their clients’ digital plans would mostly stay the same.

Real-Time Insights Take Precedence

Coupled with this appetite for experimentation, marketers are seeing a growing need to obtain their data in real time. Roughly 3 in 5 company marketers agree that real-time insights now with 80% accuracy are more important than insights with 100% accuracy in 3 months’ time. An even larger proportion of agency respondents (66%) feel the same way.

Although marketers see a growing need for real-time data, not all are able to obtain or leverage it: according to a survey released in January 2012 by Empirix, only 46% of C-suite executives in the US and Western Europe say their company communicates with customers and prospects in real-time.

About the Data: The Econsultancy results are based on an online survey of more than 600 client-side and agency respondents. 27% of respondents are based in North America and around two-thirds are based in Europe. 42% are exclusively focused on B2C, while around a third are B2B-focused. 26% are focused on both B2B and B2C.

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