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Companies struggle to embed cross-channel approach to marketing

Companies struggle to embed cross-channel approach to marketing
Monday December 8 2014

The majority of companies are focused on integrated marketing but many are still struggling to implement a truly cross-channel approach, according to research published today.

The third annual Cross-Channel Marketing Report, published by Econsultancy in association with Oracle Marketing Cloud, has found that two-thirds of responding companies (67%) agree their ‘priority is for all key marketing activities to be integrated across channels’.

However, only two in five (43%) say they ‘understand customer journeys and adapt the channel mix accordingly’, with fewer still having cross-functional teams (30%) or measuring the financial results of integrated marketing (19%).

The research, based on a survey of nearly 1,000 digital marketers and ecommerce professionals, revealed that orchestrated marketing activities are crucial for delivering individualised customer experience.

According to a fifth of respondents, the most important factors for success in this area are ‘a clearly defined strategy’ and ‘understanding of the customer journey’.

Only 7% of organisations say their organisations are ‘very much set up to deliver effectively orchestrated cross-channel marketing activities’, with almost half (49%) stating that they are geared up for this ‘to a certain extent’.

‘Lack of resources’ (22%) is the reason most commonly pinpointed to explain why companies can’t deliver orchestrated cross-channel marketing activities.

Simon Robinson, Senior Marketing and Alliances Director EMEA, Oracle Marketing Cloud, commented: “The Econsultancy Cross-Channel Marketing Report 2014 shows that companies understand that the key to delivering an effective campaign lies in achieving a better understanding of the customer journey. However, less than half believe they are successfully monitoring the customer journey in order to inform their approach.

“Keeping the customer ‘switched on’ to your brand message is more challenging than ever before and this sentiment is highlighted in the report. Almost a quarter of companies (21%) questioned believe that the customer journey is the singular most important factor for a successful campaign.”