57% of marketers said identifying and accessing new customers is their key focus in 2024, a study found.
However, 39.5% of marketers said delivering personalised experiences is one of the biggest challenges of customer engagement.
The report by agency MoEngage, “State of cross-channel marketing,” said B2C marketers use at least five channels to execute their customer engagement strategy, with email and social media being the top used channels.
Over three quarters of marketers said email is their most effective channel as it allows them to deliver personalised communications to their audience. In turn, 76% of consumers said receiving personalised communication was a key driver in choosing a brand.
The inability to identify gaps in the customer journey, inconsistent data quality from various channels, and long variable lead times for tailoring campaigns were cited as some of the top challenges in engaging consumers.
With 45% of marketers revealing they struggle to measure the impact of customer engagement campaigns, marketers are failing to react quickly enough to deliver timely, cross-channel, and personalised experiences.
Delivering personalised and engaging content to customers will be made simpler through advancing technologies such as AI, according to the report.
AI helps to generate content, target customers, and improve chatbots for instant customer interactions, agreed over two thirds of marketers surveyed.
The report used data from 730 marketers to quantify the approaches, obstacles, and opportunities marketers are facing in 2024.