Most Companies Have No Omnichannel Strategy

Omnichannel marketing is like kale. You know it's good for you, but that first mouthful goes down hard. Though nimbly traversing across several marketing channels has been widely accepted as crucial for relevant customer engagement, only 11 percent of companies claim to go down that road. Most (55 percent) admit that they have yet to begin implementing a cross-channel marketing strategy.

That's the bottom line of a survey of 120 chief marketing officers conducted by The CMO Club in concert with Rakuten Marketing. The three leading barriers to cross-channel competency are lack of resources and investment (named by 64 percent), inability to make sense of data with existing technology (61 percent), and difficulty integrating data (52 percent).