Cross-​Channel Marketing Challenges to Increase

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.

If they can optimize cross-​channel advertising, marketers believe they can run more efficient marketing departments, improve their ROI, and have better customer relationships. A solid majority, 78%, of marketers see the wisdom of cross-​channel marketing. And, of these, nearly ¾’s integrate email or display with another campaign. But when additional formats are pulled into the mix, things get complicated. For most marketers, cross-​channel efficiency means turning to tech tools. This includes:

  • Web analytics platforms 60%
  • Email marketing service providers 53%
  • Social media management tools 39%

While these tools are helpful, marketers say they are falling short when it comes to delivering cross-​channel analytics, measurement, and the ability to see a unified customer view. Going forward, marketers will be looking to improve their tools.

They also intend to improve their organizational structure. Currently, 44% of companies participating in an ExactTarget survey for Forrester note that individual teams in the organization are responsible for individual channels, a set-​up that  lends itself to silo problems. It’s no surprise that 37% of companies say individual groups can’t tell what other groups are doing with respect to channel marketing.

It's likely that these problems will get more attention from senior management as they focus on goals for 2013.

[Source: The Key to Successful Cross-​Channel Marketing. Exacttarget​.com. October 2012. Web. 22 Nov. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.