{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

Effective cross-channel marketing is a key requirement for companies wishing to build deeper and more conversational relationships with customers.

Our recent trends briefing on this topic explored some of the key issues facing marketers aiming to adopt a more integrated approach to marketing communications.

Also in partnership with Responsys, we have now launched our second annual survey on cross-channel marketing to understand whether companies are stepping up to meet growing customer expectations.

Our new survey is aimed at exploring the extent to which companies are integrating different digital and traditional marketing channels effectively, and how committed they are to relationship marketing. 

Those taking part in the research will get access to a complimentary copy of the resulting report which will be published in August.

According to last year's survey-based report on this topic, lack of strategy, organisational structure and disparate technology platforms hold back companies from driving effective cross-channel campaigns, themes which are also explored in our free trends briefing based on roundtable discussions at our London Digital Cream event. 

Among last year's survey findings were the following: 

  • When asked about the factors preventing effective co-ordination of campaigns, a quarter of companies (25%) said a lack of a clearly defined strategy was the greatest barrier. 
  • Fragmentation of departments and / or poor organisational structures was seen as the next greatest obstacle, cited by 23% of responding companies.
  • The third most significant barrier was disparate technology and systems, cited by 14% of company respondents.
  • As well as a clear strategy, 15% stressed the importance of ownership and accountability, while 13% cited having a joined-up organisational structures as the key requirement. 

You can complete the 2013 Cross-Channel Marketing Survey here. Thanks if you've already taken part. 

Linus Gregoriadis

Published 6 June, 2013 by Linus Gregoriadis

Linus Gregoriadis is Research Director at Econsultancy. Follow him on Twitter or connect via LinkedIn or Google+.

139 more posts from this author

Comments (0)

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.