Merely 6% of worldwide marketers utilize consumer insights for their products and brands.

While many brands claim to put the consumer first, very few actually do. Braze’s 2024 Customer Engagement Review shows that only 24% of global firms are mapping customer behavior and sentiment. Even worse, only 6% of companies use consumer insights in their brand and product strategy.

As VP of strategic consultancy Mariam Asmar told MarTech, “at the end of the day, a lot of firms run based on their structure and not how the consumer interacts with them.” And while many more businesses still don’t, some have done a fantastic job of reorienting that with positions like the chief customer officer. There is no cross-channel because these silos still exist. However, the consumer is uninterested in your silos. Customers do not perceive silos. They notice a logo.

The majority of marketers state that they either mostly rely on single-channel solutions (17%) or that they manually piece together a multi-channel experience using various, segregated point solutions (33%). A single platform for consumer engagement that can tailor and streamline experiences across channels is only available to thirty percent of businesses. When it comes to customizing across channels, this is a major issue.