According to the report, only a few marketers have gotten to grips with omnichannel marketing. At the time of the survey, 63% of respondents said that they were at a ‘basic’ or ‘developing’ level. Just 11% of marketers report that they are able to ‘deliver integrated and real-time omnichannel experiences, based on a 360-degree customer view’.

Interestingly, the survey highlights the fact that IT executives tend to be less likely than marketers to describe their organisations as ‘proficient’ or ‘optimised’ in relation to omnichannel marketing.

It’s suggested that this is due to IT being more aware of the data and technical risks faced by businesses (as well as the challenges of integrating martech stacks), and therefore less likely to be more optimistic. Or perhaps, rather, more likely to offer a realistic viewpoint.