{{ 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.

Only 12% of businesses take an integrated approach to all of their marketing activities, according to a new report from Econsultancy and Adobe.

However the results show that most organisations do implement some level of integration, but either lack the skills or structure to properly execute their strategies.

Encouragingly a fifth of businesses (26%) in the survey stated that their campaigns were integrated across ‘most channels’ while just 5% of respondents said that none of their marketing activities were integrated.

The results come from the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing entitled ‘Channels in Concert: Trends in Integrated Marketing’.

Which of the following statements best describes how you or your clients carry out marketing activities?

This briefing, based on a global survey of more than 1,000 business respondents carried out by Econsultancy and Adobe in November 2013, looks at data, analytics, technology and skills in the context of integrated marketing.

Integrated marketing is defined as the development of strategies, campaigns and messaging that weave together multiple marketing disciplines and channels, with the aim of providing consistency and maximising their impact.

Technology gap

The inability to integrate marketing campaigns is at least partly due to the failure to utilise relevant technologies.

Less than a fifth of respondents (19%) said that they are currently using multichannel campaign management technology, though more than half (55%) are planning to begin using it in the next 18 months.

It’s interesting to note that a minority of businesses are currently using marketing automation and attribution management systems, despite their importance for improving the impact and ROI of marketing campaigns.

At the other end of the scale 82% of businesses have an email service provider and 78% use some sort of web/mobile analytics software.

Which digital marketing technologies do you use as part of your integrated marketing activities?

Click here to download the full Quarterly Digital Intelligence Briefing in association with Adobe.

David Moth

Published 19 December, 2013 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1683 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.