Marketers are hesitant to carry out cross-channel campaigns due to lack of technology.
In a survey of 400 senior marketing executives, 67 percent said they have run cross-channel campaigns, but only 12 percent integrate information about how those campaigns perform across two or more channels.
Research suggests marketers encounter frustration when carrying out campaigns, particularly digital. Limitations to cross-channel include:
"It seems like it's an early market, but people understand the benefits," said Don Ryan, VP of technology and media at TNS. "The industry has done a relatively good job educating people learning what the benefits are, people want to take this to the next level, but it's not quite there yet."
While nearly seven in 10 marketers marketers are running cross-channel campaigns, Eyeblaster's digital experience strategist Dean Donaldson points out silos continue to be a problem. "We're not making it easier, we're making it more complicated. There's a whole percentage of people that say this can change, within those people who are doing it, there's a whole nervousness there in the industry to get those campaigns out the door."
The nervousness points to a percentage of marketers who are still anxious for data. "These may tend to be solutions that have been coming onto the market in the last one or two years, they might not be as fully integrated as they need to be," said Ryan. "The difficulty is in having to piece these things together themselves, or lack of knowledge of what's available, or [marketers] know part of the solution or don't know the whole picture."
Beyond metrics, when actually running campaigns marketers are starting to think about cross-channel in their advertising plans.
Ryan said there are early adopters already doing cross-channel, and a large number of marketers who want to, and a similar trend in rich media adoption. "Display capability is equally important whether you use it in online or offline media at this point," he said.
The data were compiled by a survey of 400 senior marketers with agencies, brands, and publishers in March 2009 across the three geographic regions of North America; Europe, the Middle East and Africa (EMEA); and Asia Pacific (APAC).
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
October 23, 2014
1:00pm ET/10:00am PT