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Mapp’s Digital Customer Engagement Index’ suggests that email remains king in marketing communications with 96% usage, while multi-channel remains unexploited
Mapp Digital, LLC (www.mapp.com), one of the largest independent digital marketing technology companies in the world, today launched The Digital Customer Engagement Index – a forensic analysis of the digital marketing methods of the Top 50 leading ecommerce brands in the UK.
The study, which focuses on three key channels: email, mobile apps and social media, and overall customer engagement reveals that relatively few of the UK’s top ecommerce companies are taking user preferences, personalisation and optimisation across devices as seriously as they should.
While 96% use email as their primary form of marketing communication, only 26% personalise emails, 60% personalise the web experience, and a mere 2% use a personal approach in their mobile apps – despite most brands asking for customer names and other identifiable information.
“All data no action summarises the broad approach we’re seeing from the UK’s top ecommerce brands. But broad is no good when it comes to marketing in a digital revolution when customers relationships with brands are changing to an ‘always on’ culture, and you explicitly ask for information about them” said Rolf Anweiler, Mapp Digital. “Many brands are still more 9 to 5 than 24/7 when it comes to marketing. With the proliferation of channels, devices, and technologies comes a great opportunity for marketers. At the moment, though, most are being bland, formulaic and not quite delivering.”
In mobile app marketing, where 92% of brands have a mobile app, most seek permission to send notifications. Despite this, only 17% actually delivered a message across the duration of the study. The study also looks at how brands are orchestrating cross channel engagement, noting that only 25% of the top brands with bricks-and-mortar stores are using technology to drive engagement when potential customers might be passing by. This indicates that most are wasting a huge opportunity to grow the mobile channel and engage with customers, especially mobile savvy millennials.
Key findings from the study include:
“What this research most clearly highlights is that in an era when brands are pushing for more personalised marketing, some of the largest ecommerce brands in the UK are still failing to create meaningful engagements due to inconsistent use of digital channels” said Rolf Anweiler.
“Never has having a consistent strategy been more important, nor has combining the data from the multitude of digital channels to create a holistic view of the customer. It is – or should be – simple to deliver highly bespoke messages. Marketers today have all the tools to achieve this” said Rolf Anweiler.
Built by marketers for marketers, Mapp was created by the combination of BlueHornet Networks and the digital marketing-related applications business purchased from Teradata Corporation in July.
Download the full report here.
About the study
The Digital Customer Engagement Index analysed the digital marketing of the Top 50 leading ecommerce brands in the UK, across three key channels: email, mobile apps and social media. For each channel, the study subscribed to relevant communications, and monitored brand engagement, websites and apps over a period of four weeks, between 19 March and 20 April 2016 (including the Easter holiday).