Fully integrating channels in a customer marketing program or campaign is not easy.
In fact, the recent Econsultancy/ CACI Integrated Customer Experience report showed that despite 90% of companies wanting to integrate across channel, only 20% actually have a well-developed strategy.
Even when there is a strategy, implementing it is a process laden with obstacles. The most common problem for businesses is the complexity of a customer's interaction across multiple channels, departments and systems.
Related to this issue is the fact that multiple departments need to be aligned on planning and change activities required. This cross-departmental responsibility creates resource allocation and control issues.
With only a week to go before the opening gala of Integrated Marketing Week in New York (June 10th - 13th) we're finishing up our posts talking about some of the preliminary findings from the report that's premiering at the event.
Today: the top seven challenges to integration (and how success means going back to the creative drawing board.)
Welcome to our latest Live Integrated Marketing Week hangout: Managing Integration.
Today our own Stefan Tournquist is joined by Kendra Bracken-Ferguson cofounder and COO of Digital Brand Architects, and Scott Molitor, a managing principal at the Acxiom Institute.
If you have any questions for our panel, you can post in the comments here, or use the hashtag #IMW13 on Twitter.
Watch the hangout live now...
We’re two weeks away from Integrated Marketing Week in New York (June 10-13th), and are looking at a few of the topline findings from the report we’ll be premiering at the event.
Today: is there a connection between the technology and success at integrated marketing?
Integrating display advertising with other online channels has a positive impact on conversions, though less than half of marketers are currently doing this, according to Econsultancy's Cross-Channel Marketing Report 2012
The report, carried out in association with Responsys, looks at the use of online and offline marketing channels, integration of display advertising and use of mobile for marketing.
The report is based on a survey of more than 650 companies and agencies, carried out in April and May 2012.
Here are a few highlights from the section on integrating display advertising...
In partnership with Responsys, Econsultancy has launched some new research for 2012, the Cross-Channel Marketing Survey, which looks at the cross-section of different online and offline channels, including integration with email, display advertising, mobile, plus much more.
The research aims to benchmark trends within the market, and the launch of this brand-new survey reflects the growing necessity for companies to take an integrated approach to marketing and remove the organisational barriers that are holding them back.
Online technologies move at a frightening pace, and
it is a big problem for businesses that operate online and that want to keep up
with the latest new trend or technique.
It really isn’t news that there has been a surge in the app economy globally. With the rise in the numbers of smartphones, marketer managers are scrambling to build an app for their brands, many without even figuring out their mobile web presence first.
And so far, marketers have treated mobile as a platform that serves to be a substitute to other existing platforms. Retail stores focus on creating a product catalogue, hotels let you make reservations, and so on. The emphasis has been, for the most part, on awareness and purchase.
chief operating officer of DoSomething.org, Aria Finger is tuned in to what it
takes to get the attention of young people.
We talked with her recently about
how the organization approaches its partnerships with brands and how it uses an
integrated online and offline marketing strategy to inspire volunteerism.
The notion that together search and display advertising can be greater than the sum of their parts is nothing new. But when it comes to actually making them greater than the sum of their parts in the real world, large marketers are apparently having some trouble.
That's what Forrester Consulting found in a study that was published yesterday.