An ever-growing range of digital channels is providing businesses with countless ways to interact with customers, yet according to findings released today, only one in three (33%) marketers in China feels in control of the consumer touchpoints available to them. The results highlight how businesses are struggling to manage their relationships with consumers and identify the strategies that deliver impact.
According to the results of Marketing Monitor, a new report released today from global insights consultancy Kantar TNS, confidence is lowest in the countries with the most advanced media ecosystems, highest internet penetration and the most complex and evolved digital lives that feature platforms from across the globe. Less than a third (29%) of marketers in Singapore and Japan feel in control of their touchpoint management, 28% in Korea and one in four (24%) in New Zealand. As people’s digital lives become more complex, the challenge of integrating strategy across touchpoints is likely to grow.