Tracking customers across platforms as they utilize different devices (TV’s, mobile units, tablets, game systems) around the house isn’t as easy as some marketers would like to think it is, and that may be why the idea of cross-channel marketing may not be picking up as rapidly as some were hoping. It’s an ideal strategy, especially when it comes to gained interest from seeing an ad in more than one place, but it’s also a bit tiring when it comes to establishing the process. At least, that’s what a May 2014 study by Econsultancy, in association with Oracle Marketing Cloud, has revealed.
Cross-channel is a priority for certain companies, but not everyone has picked up on it yet. The report shows that 43 percent of those polled believe that they could understand consumers’ journeys and adapt their marketing planning as a result, while an estimated 30 percent have put together teams to work on the marketing. However, out of those polled, less than 20 percent could actually measure the financial impact of cross-channel promotions, as well as the ability to determine customer retention through integrated marketing.
Out of those polled, only a startling seven percent believe their organizations were fully prepared to execute cross-channel marketing. 35 percent believed they just weren’t ready to tackle it at all. And 62 percent confirmed that their efforts with messaging, execution and delivery strategies had nothing to do with alignment across touchpoints. 10 percent disagreed with the statement by comparison.
Mobile plays a big part in the process, with marketers focusing on integration of the channel into their overall planning. 76 percent of those are doing it this year, a change from 60 percent in the previous year. That said, only 23 percent in general had integrated mobile messaging in some form, and even less, 16 percent, did the same for push notifications.
It looks like cross-channel marketing has a ways to go before it’s accepted as the norm.
Source: eMarketer
