Always-On Marketing Study Finds Major Disconnect Between Executives' Self-Perceptions and Reality

Razorfish and Adobe’s “The State of Always-On Marketing Study” found striking contrasts between how industry professionals perceive their data-driven marketing capabilities and actual performance.

Razorfish defines always-on marketing (AOM) as “data-driven, content-led experiences, delivered across channels and devices in real time.” A broad survey of marketing, technology and business professionals revealed a major disconnect between segmentation development and digital execution.

Fifty-eight percent of survey respondents considered themselves strong at targeting specific experiences to segmented groups. But only 38 percent of those interviewed are capable of targeting a new customer versus a returning customer.

“Contrary