The report, which is based on a survey of 200 Australian businesses, investigates the use and understanding of cross-channel marketing tactics, as well as the level of investment by Australian businesses.
What are the three biggest barriers preventing you / your clients from driving effectively co-ordinated marketing campaigns across multiple channels?
How to overcome these barriers
Taking into account the fact that lack of both strategy and knowledge are perceived to be the main barriers to cross-channel marketing, it’s not surprising that that internal education and more clearly defined strategy are two areas marketers plan to focus on over the next 12 months.
The data also shows that Australian companies are planning a greater investment in new technology (39%) as well as further integrating marketing teams (32%).
A separate question found that only 41% of responding companies say they use cross-channel marketing technology, however 42% of companies plan to increase investment in this area within the next two years.
Over the next 12 months, how do you/your clients plan to overcome the barriers that are preventing effective cross-channel marketing activity?