Welcome!

News Feed Item

Only 44% of Organizations Feel Their C-Suite "Gets" Digital

Epsilon and Econsultancy Team Up To Discover How the Global 1,000 Are Coping With the Digital Marketing Evolution

DALLAS, Aug. 25, 2014 /PRNewswire/ -- Epsilon, the global leader in helping clients create customer connections that build brand and business equity, and research publisher Econsultancy, today released new a new study that unveils how Global 1,000 enterprises are evolving to deal with the modern, always-connected and mobile consumer.

Epsilon logo.

The report, Leading a Digital Marketing Evolution: Lessons in Transformation, Culture and Technology from the Global 1,000, explores the challenges that large companies face in being responsive, efficient and innovative. It looks at how and why some businesses excel while others lag behind. With insights based on a comparison of industry leaders' and followers' responses, this report offers dozens of measures that marketers can use for education, benchmarking and inspiration.

The study found that of the over 400 consumer marketing executives surveyed at companies with over $1.5 billion in annual revenues, less than half (44%) feel their C-suite "gets" digital and is developing effective strategies to address it. The feedback from members of the Board of Directors and middle managers were similar.

When the Global 1,000 were asked how they were responding to pressures directly related to digital, an astonishing 96% of these companies describe a time of chaos. Some are benefiting and some are foundering, but few (4%) are able to say "little has changed." The study divides the 96% of respondents referenced above into three main groups: Leaders, Mainstream and Followers.

Leaders are those who are part of the change or disruption in their sectors. They make up nearly 20% of the Global 1,000 and serve as a benchmark to companies evaluating their own progress throughout the report. 

The Mainstream form the largest block of companies at over 40%; they may not be winning the game, but they're playing it and getting better. They are adapting to new challenges by adding capabilities, exploring technologies and reconsidering everything from how they approach innovation to the basic structure of the marketing organization.

By contrast, the third group, 36%, identified as Followers, comprises those organizations that are not simply lagging in key areas of investment or evolution, but are lacking agreement and alignment about how to proceed. These companies feel under pressure from the changes wrought by digital and vulnerable to disruption.

"Technology enables marketers to expand their capabilities, especially when it comes to making their efforts more customer centric. However, our study found that for Mainstream and Follower organizations, technology isn't an enabler—it's a barrier," said Kim Finnerty, Epsilon's SVP of Research and Insights. "Seeing this within the Global 1,000 reveals that many companies—Global 1,000 and beyond—don't fully understand how fundamental technology is to the customer experience."

Other key findings include:

  • Nearly 75% are examining the differences between desktop and mobile customers.
  • Those labelled "Leaders" in the study are 43% more likely than "Mainstream" companies to be growing faster than their sector average, and 77% more likely than "Follower" companies.
  • Nearly 40% of "Leaders" said their technology "empowers everything we do". That number drops to 6% for "Mainstream" and a scant 1% for "Follower" organizations. 
  • Only 56% of "Mainstream" companies said that all marketing team members understand their strategy well enough to describe it.
  • Nearly two-thirds of "Mainstream" companies and over 70% of "Leader" companies have some framework in place for assigning value to social media.

"There are several areas of this study that expose the tension between reality and aspiration," said Stefan Tornquist, Econsultancy's Vice President for Research in the US. "The Global 1,000 want to be customer centric and digitally capable, but there's a long way to go in putting these goals into practice."

The full report is available for download at http://engage.epsilon.com/Q314econsultancyreport.

About Epsilon
Epsilon is the global leader in helping clients create customer connections that build brand and business equity. A new breed of agency for a consumer-empowered world, our unique approach harnesses the power of rich data, world-leading technologies, engaging creativity and transformative ideas to ignite connections between brands and customers, delivering dramatic results. Recognized by Ad Age as the #1 U.S. Agency from All Disciplines, #1 World Largest CRM/Direct Marketing Network and #3 Largest U.S. Digital-Agency Network, we employ over 5000 associates in 60 offices worldwide. Epsilon is an Alliance Data company. For more information, visit www.epsilon.com, follow us on Twitter @EpsilonMktg or call 1.800.309.0505.

About Econsultancy
Econsultancy's mission is to help our customers achieve excellence in digital business, marketing and ecommerce through research, training and events. Founded in 1999, Econsultancy is used by more than 600,000 professionals every month, and has offices in New York, London and Singapore. Our subscribers have access to research, market data, best practice guides, case studies and elearning – all focused on helping individuals and enterprises get better at digital. The subscription offering is supported by digital transformation services which include capability programs, training courses, skills assessments and audits. We train and develop thousands of professionals each year as well as hosting events and networking that bring the Econsultancy community together around the world. Subscribe to Econsultancy today to accelerate your journey to digital excellence.

Call us to find out more:
New York: +1 212 971 0630
London: +44 207 269 1450
Singapore: +65 6809 2088

Media Contact:
Jade Mangahis
Epsilon
212-457-7319
[email protected]

Stefan Tornquist
Econsultancy
781-596-6367
[email protected]

Logo - http://photos.prnewswire.com/prnh/20131104/NY09572LOGO

SOURCE Epsilon

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Containers and Kubernetes allow for code portability across on-premise VMs, bare metal, or multiple cloud provider environments. Yet, despite this portability promise, developers may include configuration and application definitions that constrain or even eliminate application portability. In this session we'll describe best practices for "configuration as code" in a Kubernetes environment. We will demonstrate how a properly constructed containerized app can be deployed to both Amazon and Azure ...
Business professionals no longer wonder if they'll migrate to the cloud; it's now a matter of when. The cloud environment has proved to be a major force in transitioning to an agile business model that enables quick decisions and fast implementation that solidify customer relationships. And when the cloud is combined with the power of cognitive computing, it drives innovation and transformation that achieves astounding competitive advantage.
DXWorldEXPO LLC announced today that "IoT Now" was named media sponsor of CloudEXPO | DXWorldEXPO 2018 New York, which will take place on November 11-13, 2018 in New York City, NY. IoT Now explores the evolving opportunities and challenges facing CSPs, and it passes on some lessons learned from those who have taken the first steps in next-gen IoT services.
"Space Monkey by Vivent Smart Home is a product that is a distributed cloud-based edge storage network. Vivent Smart Home, our parent company, is a smart home provider that places a lot of hard drives across homes in North America," explained JT Olds, Director of Engineering, and Brandon Crowfeather, Product Manager, at Vivint Smart Home, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Modern software design has fundamentally changed how we manage applications, causing many to turn to containers as the new virtual machine for resource management. As container adoption grows beyond stateless applications to stateful workloads, the need for persistent storage is foundational - something customers routinely cite as a top pain point. In his session at @DevOpsSummit at 21st Cloud Expo, Bill Borsari, Head of Systems Engineering at Datera, explored how organizations can reap the bene...
In this presentation, you will learn first hand what works and what doesn't while architecting and deploying OpenStack. Some of the topics will include:- best practices for creating repeatable deployments of OpenStack- multi-site considerations- how to customize OpenStack to integrate with your existing systems and security best practices.
In an era of historic innovation fueled by unprecedented access to data and technology, the low cost and risk of entering new markets has leveled the playing field for business. Today, any ambitious innovator can easily introduce a new application or product that can reinvent business models and transform the client experience. In their Day 2 Keynote at 19th Cloud Expo, Mercer Rowe, IBM Vice President of Strategic Alliances, and Raejeanne Skillern, Intel Vice President of Data Center Group and G...
"DevOps is set to be one of the most profound disruptions to hit IT in decades," said Andi Mann. "It is a natural extension of cloud computing, and I have seen both firsthand and in independent research the fantastic results DevOps delivers. So I am excited to help the great team at @DevOpsSUMMIT and CloudEXPO tell the world how they can leverage this emerging disruptive trend."
The current age of digital transformation means that IT organizations must adapt their toolset to cover all digital experiences, beyond just the end users’. Today’s businesses can no longer focus solely on the digital interactions they manage with employees or customers; they must now contend with non-traditional factors. Whether it's the power of brand to make or break a company, the need to monitor across all locations 24/7, or the ability to proactively resolve issues, companies must adapt to...
You want to start your DevOps journey but where do you begin? Do you say DevOps loudly 5 times while looking in the mirror and it suddenly appears? Do you hire someone? Do you upskill your existing team? Here are some tips to help support your DevOps transformation. Conor Delanbanque has been involved with building & scaling teams in the DevOps space globally. He is the Head of DevOps Practice at MThree Consulting, a global technology consultancy. Conor founded the Future of DevOps Thought Leade...
DXWorldEXPO LLC announced today that ICC-USA, a computer systems integrator and server manufacturing company focused on developing products and product appliances, will exhibit at the 22nd International CloudEXPO | DXWorldEXPO. DXWordEXPO New York 2018, colocated with CloudEXPO New York 2018 will be held November 11-13, 2018, in New York City. ICC is a computer systems integrator and server manufacturing company focused on developing products and product appliances to meet a wide range of ...
René Bostic is the Technical VP of the IBM Cloud Unit in North America. Enjoying her career with IBM during the modern millennial technological era, she is an expert in cloud computing, DevOps and emerging cloud technologies such as Blockchain. Her strengths and core competencies include a proven record of accomplishments in consensus building at all levels to assess, plan, and implement enterprise and cloud computing solutions. René is a member of the Society of Women Engineers (SWE) and a m...
In his session at 20th Cloud Expo, Mike Johnston, an infrastructure engineer at Supergiant.io, discussed how to use Kubernetes to set up a SaaS infrastructure for your business. Mike Johnston is an infrastructure engineer at Supergiant.io with over 12 years of experience designing, deploying, and maintaining server and workstation infrastructure at all scales. He has experience with brick and mortar data centers as well as cloud providers like Digital Ocean, Amazon Web Services, and Rackspace. H...
Everyone wants the rainbow - reduced IT costs, scalability, continuity, flexibility, manageability, and innovation. But in order to get to that collaboration rainbow, you need the cloud! In this presentation, we'll cover three areas: First - the rainbow of benefits from cloud collaboration. There are many different reasons why more and more companies and institutions are moving to the cloud. Benefits include: cost savings (reducing on-prem infrastructure, reducing data center foot print, redu...
DXWorldEXPO | CloudEXPO are the world's most influential, independent events where Cloud Computing was coined and where technology buyers and vendors meet to experience and discuss the big picture of Digital Transformation and all of the strategies, tactics, and tools they need to realize their goals. Sponsors of DXWorldEXPO | CloudEXPO benefit from unmatched branding, profile building and lead generation opportunities.