Consumer, Reached

Econsultancy and Epsilon/Conversant teamed up to take a look at customer recognition. The results were actually disheartening. Only about 14% of the companies believe they have the capabilities to execute on appropriate customer recognition with identification, personalization and measurement. This, to me, is a testament to the deficiencies of their partners as well as the brand leaders. Something is going to have to change in marketing technology, because if you’re paying millions of dollars a year on consultancy, software, leadership guidance, analytics, media, etc. and you still feel like your 14% as capable as you should be, you aren’t working with the right vendors/partners. I think what is happening is that marketers are buying off on the presentations, but fail to dig into the schematics. I’ve seen so many marketing technology vendor presentations (including my own), that I become numb to the hype. Most presentations are packed full of meaningless aspirations and very little “how.” Everyone can claim they can achieve some wonderful outcome, but you have to convince me that you know how to achieve the building blocks first. What are your strengths in identity resolution, because I can’t influence a consumer I can’t actually reach or recognize? What are your strengths in personalization, because if I can’t be compelling, the consumer will ignore my brand? How will you measure success such that I know I’m accomplishing my goals?