Marketers want to use more cross-channel advertising, but they’re running into problems. A new report outlines the challenges faced by cross-media buying marketers, along with their audience-based targeting, and proposes a few solutions.
Marketers not only have to get their ad campaign right, they have to do so in multiple channels. The biggest challenge facing enterprises in this situation is to understand how to engage with customers in several formats. New research shows that marketers are struggling with limited budgets and technology while they try to reach optimal campaign performance in the cross-channel world.
Like it or not, marketers are finding they must excel in cross-channel retailing to satisfy consumers. According to Compete.com’s Online Shopper Intelligence report, consumers “are increasingly utilizing offline and online data when shopping.” And consumers exhibit a wide range of behavior using the various channels regardless of whether they purchase an item online or in the store.
Consumers have long used multiple channels to research and purchase products. In many ways, the Internet has improved consumers’ ability to find what they are looking for but they continue to turn to traditional resources such as catalogs. And while catalogs still matter, they are becoming more of a research than purchase tool these days.
Multichannel retailers are making progress in offering shopping services across channels, but some still fail to use the cross-channel experience to increase sales, The E-tailing Group says in a new study. Three particular areas where retailers need to improve are: failing to provide same-day or next-day in-store pickup of products ordered online; not training store clerks to cross-sell to online shoppers who arrive to pick up web orders; and not displaying across each retail channel integrated merchandising, promotions and marketing material.