Automotive Digital Marketing

Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders

Loading... Be Patient!

Delivering Conversion Focused Mobile Experience More Challenging Than Predicted

Survey Finds Automotive Marketers Struggle to Deliver Great Mobile and Web Experience

Car Dealers, Brands and Agencies Seek Better Ways to Coordinate Marketing Tools

CHICAGO, IL-- Marketing tools are rapidly evolving and automotive marketers are spending more money on technology than ever before. But 1 in 2 marketers report that fragmented technologies impede their ability to create a consistent experience for consumers across the web, mobile and other channels, according to a survey released today by Signal Corporation.


The first global study of its kind, Signal's Cross-Channel Marketing and Technology Survey found that marketers clearly recognize the importance of integrating the data-driven tools they utilize for email, ad-serving, search marketing, data collection, attribution, CRM and more. A powerful majority (9 in 10) believe that connecting the disparate tools in their company's marketing technology stack would improve their ability to innovate, personalize consumer interactions, send timely messages, boost loyalty, evaluate campaigns, and increase return on marketing investments.


However, 51% of marketers say they have yet to integrate marketing technologies beyond the most basic level. Fewer than 1 in 20 marketers reported having a fully-integrated technology stack. This lack of coordination is a key factor preventing marketers from reaching the holy grail of true, cross-channel engagement with consumers across their laptops, smartphones and tablets.


Signal conducted the survey in September to better understand the challenges faced by marketers in getting more value from their technology stacks. Survey respondents included 281 marketers spanning 16 vertical industries in the U.S., Canada, Latin America, Europe, Asia and Australia.

"Marketing technology is advancing at lightning speed," said Mike Sands, Signal CEO. "Marketers are spending more on technology and they're under pressure to fully optimize their tools across channels and throughout the customer journey."

"It's not enough just to buy the latest technologies. In order to deliver cutting-edge customer experiences, marketers need to improve coordination between their tools and power them with high-quality, up-to-the minute data," Sands said.


The survey found that:

  • 67% of marketers believe the technology landscape is evolving rapidly or at light speed
  • 53% have steadily or significantly increased technology spending in the last 3 years -- and a significant portion are constantly evaluating new tools
  • 63% report the tools in their technology stacks are underutilized
  • 51% feel that their technologies don't help them achieve true cross-channel marketing coordination
  • Only 4% feel well-prepared to move forward with cross-channel marketing based on their technology stack capabilities
  • Just 9% of marketers believe that technology is their strength

For many years the dominant strategy in digital marketing has been adding more and more single-point solutions to solve the challenges of the day. But consumer behavior has outpaced the ability of marketers to respond with the right message at the right time in the right channel.

"Consumers expect personalized and timely interactions as they move between digital devices and offline channels such as call centers, stores, and kiosks," said Joe Stanhope, Signal's Senior Vice President, Marketing. "It's clear that marketers need a new approach to create the level of engagement today's consumers expect, and meeting that goal requires a roadmap for making their data and technologies work better together."


About Signal
Signal is the global leader in real-time, cross-channel marketing technology. The Signal Open Data Platform helps marketers collect data from any offline or online source, synchronize that data across all consumer touch points, and deliver it to any marketing or analytics endpoint -- all in real time. The platform is ecosystem-neutral and helps data and marketing technologies work better together, driving increased engagement, loyalty and conversions.


Signal's technology runs on more than 40,000 digital properties in 158 countries. Their platform facilitates billions of data requests monthly, supporting top brands around the world that generate more than $1.5 trillion in commerce, including Allstate, Audi, Crate & Barrel, DeVry University, GAP, JetBlue Airways, Macy's,, Starcom MediaVest Group, Starwood Hotels and Resorts, and many more. Visit to learn more.

Contact Information:
Carol Jouzaitis
Email Contact

Views: 282

Tags: Challenging, Conversion, Delivering, Experience, Focused, Mobile, More, Predicted, Than


Oops... You need to stop "Lurking" on ADM and become a more genuine Automotive Professional by completing your membership registration. As a registered ADM Member, you can post comments, publish your own articles (be a star!) and start Forum discussions. Stop being an online "Peeping Tom" and JOIN ADM RIGHT NOW!

Join Automotive Digital Marketing

Comment by Michael on December 15, 2014 at 6:36pm

Someday the automotive Industry will catch up in marketing as other Verticals using more Data Integrative Tools. The sooner the better.

Automotive Professional Network and Resource Exchange for Car Dealers, Managers, OEM and Marketing Practitioners seeking Best Practices.

ADM Sponsor

William B. Terry
Rated by Super Lawyers

loading ...

Please Consider Automotive Marketing Professional Community Sponsors

ADM Badge


Based On Your Interests...

ADM Consulting, LLC

Onsite/Offsite Combination ADM Consulting, LLC Professional Services
Select the maximum monthly investment you plan to make
Sign up for

Automotive Marketing Tools

Get ADM Toolbar

Click here to take the ADM Member Survey

Getting too many emails from ADM? Click mailbox below to control which types of alerts and updates you are sent......



ADM Professional Services
Phone Consultation
Topic or Issue:

Top Automotive Marketing Forum Discussions

Share the Best Content w/AutoMarketing Community

© 2020   Created by Ralph Paglia.   Powered by

ADM Badges  |  Report an Issue  |  Terms of Service