A survey from Oomiji Finds 25% of Marketers Want Better Platform Integrations
Only 8% of U.S. marketers are satisfied with their digital marketing technology, according to a new survey from Oomiji, the leading customer engagement platform. The study, which examined almost 200 responses from American marketers across industries, also found that 38% of respondents judged their platforms to be too expensive.
Oomiji conducted the survey using its best-in-class customer engagement platform, which enables marketers to analyze audience segments and customize outreach based on open-ended surveys and language processing analytics. Oomiji found that:
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The largest group (two-thirds) was somewhat satisfied with their platform, with 20% stating that platforms need to be more intuitive, and 25% indicating the need for improved integration with other platforms or functions.
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Of those who were completely satisfied, the majority (almost all) expressed dissatisfaction with costs, followed by insufficient integrations.
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Cost and customer support were issues for those who were neither satisfied nor dissatisfied with their platform.
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More than 25% of respondents felt their platform was easy to use and learn, while only one-eighth felt it was not.
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One-eighth felt their platform was merely adequate for their needs and one-eighth cited a lack of integration as the reason.
“These results indicate that marketing engagement platforms are not perceived as intuitive enough to use and are not well integrated with other platforms,” said Jon Stamell, CEO and founder of Oomiji. “At the same time, users complained that they don’t learn enough from the platforms about their customers’ needs.”
The Oomiji platform also prompted respondents to share their thoughts in their own words at certain intervals. Some noteworthy responses from the business audience included:
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“There’s too much learning time required. Our platform gave us 45 steps to be able to use the platform proficiently. That’s way too much.”
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“It’s intuitive if you just want to send emails but any of the higher level functions take more time to learn.”
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“If it was simpler to learn and use, they would have training conferences for clients.”
“The key takeaway is that marketers should look for platforms that are simple to operate and offer abundant integrations,” Stamell said. “Customer service and functionality are also essential, and marketers should exercise abundant discretion when choosing their technology providers.”
