Six out of 10 businesses have a strategy for integrating mobile into their broader marketing campaigns, according to a new report into cross-channel marketing.
While this obviously means that 40% of businesses still haven’t come up with a coherent mobile strategy, it is an improvement on last year when just over half (51%) of businesses were yet to integrate mobile into their overall marketing campaigns.
This indicates that businesses are slowly moving in line with this significant consumer trend, though it’s worth noting that the number of respondents who said mobile was “very much” integrated remained fairly static at 15%.
The data comes from the new Econsultancy/Responsys Cross-Channel Marketing Report 2013 which contains a comprehensive analysis of the use of online and offline marketing channels, integration of display advertising and use of mobile for marketing.
Digital marketing offers greater opportunities for businesses over the next year than more traditional channels, according to a new report.
When asked to identify which three marketing channels offer the greatest opportunities, half of brands (50%) mentioned social media followed by email (43%) and websites (35%).
In fact the top 10 most cited channels are all online, with the most popular offline channel being direct mail at 8%.
The findings come from the new Econsultancy and Responsys Cross-Channel Marketing Report 2013, which contains a comprehensive analysis of the use of online and offline marketing channels, integration of display advertising and use of mobile for marketing.
Loyal customers are extremely important for businesses as constantly attracting new shoppers and converting them into customers is a costly process.
In fact data from the new Econsultancy/Responsys Cross-Channel Marketing Report 2013 shows the value of building customer relationships, as 70% of respondents agreed that “it is cheaper to retain than acquire a customer.”
Similarly, nearly half (49%) agreed that “pound for pound, we achieve better ROI by investing in relationship over acquisition marketing”.
However businesses aren’t necessarily making a huge effort to retain their customers, as just 30% of companies say they are “very committed” to relationship marketing, with 22% conducting no relationship marketing at all.
Modern marketing professionals are all too aware of the need to implement a co-ordinated strategy across multiple channels, however there are a number of significant barriers that prevent this from becoming a reality.
Data included in our new Australian Cross-Channel Marketing Report, published in partnership with Experian Marketing Services, shows that 57% of Australian companies feel that a lack of strategy is the main barrier to implementing effective cross-channel marketing.
This was followed by a lack of knowledge (42%), lack of budget and poor interconnecting technology (both 38%).
When retailers send out emails to their mailing lists, they might hope to see a jump in online sales. But according to a study conducted by Lightspeed Research on behalf of email marketer e-Dialog, they should also be looking for a jump offline.
That's because the study found that nearly 60% of consumers who receive a marketing email are more likely to make an in-store purchase. The even better news: only a small number of consumers indicated that they'd be less likely to make an in-store purchase because of a marketing email.