|By PR Newswire||
|August 25, 2014 09:31 AM EDT||
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.
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.
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.
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
All clouds are not equal. To succeed in a DevOps context, organizations should plan to develop/deploy apps across a choice of on-premise and public clouds simultaneously depending on the business needs. This is where the concept of the Lean Cloud comes in - resting on the idea that you often need to relocate your app modules over their life cycles for both innovation and operational efficiency in the cloud. In his session at @DevOpsSummit at19th Cloud Expo, Valentin (Val) Bercovici, CTO of Soli...
Dec. 2, 2016 02:15 PM EST Reads: 1,494
Without a clear strategy for cost control and an architecture designed with cloud services in mind, costs and operational performance can quickly get out of control. To avoid multiple architectural redesigns requires extensive thought and planning. Boundary (now part of BMC) launched a new public-facing multi-tenant high resolution monitoring service on Amazon AWS two years ago, facing challenges and learning best practices in the early days of the new service. In his session at 19th Cloud Exp...
Dec. 2, 2016 02:02 PM EST Reads: 175
Predictive analytics tools monitor, report, and troubleshoot in order to make proactive decisions about the health, performance, and utilization of storage. Most enterprises combine cloud and on-premise storage, resulting in blended environments of physical, virtual, cloud, and other platforms, which justifies more sophisticated storage analytics. In his session at 18th Cloud Expo, Peter McCallum, Vice President of Datacenter Solutions at FalconStor, discussed using predictive analytics to mon...
Dec. 2, 2016 02:00 PM EST Reads: 4,803
Keeping pace with advancements in software delivery processes and tooling is taxing even for the most proficient organizations. Point tools, platforms, open source and the increasing adoption of private and public cloud services requires strong engineering rigor – all in the face of developer demands to use the tools of choice. As Agile has settled in as a mainstream practice, now DevOps has emerged as the next wave to improve software delivery speed and output. To make DevOps work, organization...
Dec. 2, 2016 01:30 PM EST Reads: 5,686
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
Dec. 2, 2016 01:30 PM EST Reads: 1,802
20th Cloud Expo, taking place June 6-8, 2017, at the Javits Center in New York City, NY, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy.
Dec. 2, 2016 01:15 PM EST Reads: 2,069
Traditional on-premises data centers have long been the domain of modern data platforms like Apache Hadoop, meaning companies who build their business on public cloud were challenged to run Big Data processing and analytics at scale. But recent advancements in Hadoop performance, security, and most importantly cloud-native integrations, are giving organizations the ability to truly gain value from all their data. In his session at 19th Cloud Expo, David Tishgart, Director of Product Marketing ...
Dec. 2, 2016 01:00 PM EST Reads: 1,381
Join Impiger for their featured webinar: ‘Cloud Computing: A Roadmap to Modern Software Delivery’ on November 10, 2016, at 12:00 pm CST. Very few companies have not experienced some impact to their IT delivery due to the evolution of cloud computing. This webinar is not about deciding whether you should entertain moving some or all of your IT to the cloud, but rather, a detailed look under the hood to help IT professionals understand how cloud adoption has evolved and what trends will impact th...
Dec. 2, 2016 01:00 PM EST Reads: 2,440
More and more brands have jumped on the IoT bandwagon. We have an excess of wearables – activity trackers, smartwatches, smart glasses and sneakers, and more that track seemingly endless datapoints. However, most consumers have no idea what “IoT” means. Creating more wearables that track data shouldn't be the aim of brands; delivering meaningful, tangible relevance to their users should be. We're in a period in which the IoT pendulum is still swinging. Initially, it swung toward "smart for smar...
Dec. 2, 2016 12:11 PM EST Reads: 218
Internet of @ThingsExpo, taking place June 6-8, 2017 at the Javits Center in New York City, New York, is co-located with the 20th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @ThingsExpo New York Call for Papers is now open.
Dec. 2, 2016 12:00 PM EST Reads: 1,824
"ReadyTalk is an audio and web video conferencing provider. We've really come to embrace WebRTC as the platform for our future of technology," explained Dan Cunningham, CTO of ReadyTalk, in this SYS-CON.tv interview at WebRTC Summit at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 2, 2016 12:00 PM EST Reads: 171
Everyone knows that truly innovative companies learn as they go along, pushing boundaries in response to market changes and demands. What's more of a mystery is how to balance innovation on a fresh platform built from scratch with the legacy tech stack, product suite and customers that continue to serve as the business' foundation. In his General Session at 19th Cloud Expo, Michael Chambliss, Head of Engineering at ReadyTalk, discussed why and how ReadyTalk diverted from healthy revenue and mor...
Dec. 2, 2016 11:45 AM EST Reads: 1,455
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...
Dec. 2, 2016 11:30 AM EST Reads: 1,845
When it comes to cloud computing, the ability to turn massive amounts of compute cores on and off on demand sounds attractive to IT staff, who need to manage peaks and valleys in user activity. With cloud bursting, the majority of the data can stay on premises while tapping into compute from public cloud providers, reducing risk and minimizing need to move large files. In his session at 18th Cloud Expo, Scott Jeschonek, Director of Product Management at Avere Systems, discussed the IT and busin...
Dec. 2, 2016 11:30 AM EST Reads: 3,739
Extracting business value from Internet of Things (IoT) data doesn’t happen overnight. There are several requirements that must be satisfied, including IoT device enablement, data analysis, real-time detection of complex events and automated orchestration of actions. Unfortunately, too many companies fall short in achieving their business goals by implementing incomplete solutions or not focusing on tangible use cases. In his general session at @ThingsExpo, Dave McCarthy, Director of Products...
Dec. 2, 2016 11:00 AM EST Reads: 402