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Econsultancy Research Shows Value of Cross-Channel Integration

econsultancy.jpgResponsys recently announced the results of its first ever Cross-Channel Marketing Report, carried out in conjunction with Econsultancy. The research collected the views of 650 UK digital marketers on all aspects of the cross-channel marketing mix.

The survey found that less than a third (32%) of UK marketers rate themselves as excellent or good at driving coordinated cross-channel marketing campaigns, with a quarter of respondents citing the lack of a clearly defined strategy as their biggest barrier to cross-channel success.

Levels of integration are relatively low, with only 28% of marketers integrating social media with display ads, and only 14% who integrate it with mobile campaigns. Only a minority integrate email with other channels such as direct mail (29%), search engine marketing (24%), display advertising (14%), and mobile (14%). More than half of UK marketers (51%) do not integrate their mobile marketing efforts with any other channels.

On the other hand, the research found very positive results for those brands which do integrate their marketing across different channels. 59% of those questioned said that integrating display advertising with social media has a positive impact on conversions, and 55% stated that integration with mobile had resulted in a growth in sales. Increased sales were also reported by those who integrated search engine and display marketing, and marketers who integrated content management with display.

The overarching theme of the results shows a clear gap between what marketers know they should be doing and the strategies they currently have in place. The figures prove that integrating marketing channels leads to an increase in sales, so we know the incentive is there. And we also know that it's not enough simply to add additional channels, because those channels must be integrated if brands are to get the best value from their marketing efforts. Using multiple channels is not the same as having an integrated cross-channel strategy.

For some marketers, however, the picture is much rosier. A number of New School Marketers are already integrating cross-channel marketing and this is boosting sales conversations and driving online engagement. Integration and prioritizing customer dialogues is enabling these marketers to have a long-term conversation throughout the customer lifecycle and create the digital experience customers now demand. This means putting relationships first and acquisition second. Only then will marketing start to move away from siloed campaigns to create truly automated interactions with customers.

For a full picture of the report's findings, you can download a free copy of the Responsys and Econsultancy Cross-Channel Marketing Report here.

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