Report: 50% of Marketers Plan to Integrate Campaigns Across Four or More Channels in 2014

According to The 2014 Digital Marketer: Benchmark and Trend Report from Experian Marketing Services, 50% of marketers plan to integrate campaigns across four or more marketing channels in 2014, but organizational structure was cited as a key barrier for execution.

Experian Marketing Services, a global provider of integrated consumer insight and targeting, data quality and cross-channel marketing, released the report that features the results of a new cross-channel marketing survey conducted in more than 20 countries throughout Europe, North America and Asia.

According to the survey, 80% of marketers plan to run cross-channel marketing campaigns in 2014 and more than half of marketers plan to integrate their marketing campaigns across four or more different channels.

“This is the year in which marketers move beyond being creative brand managers and invest in the technologies, the tools and the people necessary to make real, cross-channel interactions happen,” Ashley Johnston, senior vice president, global marketing, Experian Marketing Services, said in a press release. “In today’s world, consumers are seamlessly transitioning between various devices and channels. Marketers need to understand how best to communicate with their customers through these channels to provide a relevant and personal experience for those customers. The 2014 Digital Marketer provides recent, actionable data to help marketers better formulate those seamless interactions and evolve their campaign strategies to connect with their customers.”

Here are some more key takeaways from the report:

Only 28% of marketers work on teams that are integrated fully. The majority of marketers work on teams that are organized by marketing channel or somewhat integrated

Marketers with fully integrated teams cite budget and understanding customer behavior as their primary barriers to cross-channel marketing. However, one in five marketers from integrated teams still cites organizational structural as a top barrier

61% of marketing leaders cite collecting and managing data as a top business challenge

33% of marketers cite linkage, or no single customer view, as a leading barrier to cross-channel marketing.

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