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).
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT