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Posts tagged with Integrated Marketing

Only 14% of marketers integrate campaigns across all channels

A new Econsultancy report in partnership with Adobe found that companies are still struggling to embrace multichannel marketing.  

We surveyed nearly 2,000 digital marketers and ecommerce professionals to find out the extent to which organisations are taking an integrated approach to marketing across different channels. 

1 comment
Co-written by Stephen Gresty and Minter Dial

Why digital marketing and salespeople urgently need to get together

Both the sales and marketing functions have been significantly impacted by the arrival of the connected customer plus a new set of digital tools, devices and platforms.

Brand marketers and sales teams need to adopt to the new world order or risk serious business consequences. At its core, the change required is one of mindset. There is no prescribed path, so brands need to experiment and teams need to be in a constant learning mode.

Whenever one tries something new, failure is a very real risk. Yet, it’s not because we might fail that we should not act.

These days, there is a plethora of choice. There are myriad new tools, platforms and systems from which to choose to help drive the business.

However, whichever digital option a brand selects, most companies are failing to act on one very central theme for survival: customer centricity.

While many senior executives are speaking about being 'turned toward the client' unfortunately, it’s a clear case of easier said than done.

What are the keys to converting into a truly customer-centric organization? This is the question that I'll explore in this article, co-written by Stephen Gresty...


11 interesting digital marketing statistics we've seen this week

Here are some of the most interesting digital marketing statistics we saw last week.

Statistics include travel brands in social, Beats' new streaming service, marketing salaries, integrated marketing and PPC spend.

For more digital marketing stats, check out our Internet Statistics Compendium.

report front cover

Only 21% of marketers have a unified data system for all channels: report

A common refrain among marketers is that it’s difficult to gain insight from the abundance of data that is made available by digital technologies.

This could be down to time constraints or lack of expertise, but it seems that many companies simply don’t have the correct tools for the job.

In a recent survey by Econsultancy and Adobe more than half (52%) of businesses said that they ‘have separate, non-connected technologies managing data for different channels’.

Only a fifth (21%) of respondents enjoyed some kind of unified channel management. Of this total a mere 8% reported having a single platform that allows them to manage data from across all channels, with the remaining 13% saying they are able to manage data collectively from some of their channels but not others.


10 interesting digital marketing statistics we've seen this week

Here are some of the most interesting digital marketing statistics we saw last week.

Statistics include real-time bidding, email marketing, paid search, responsive design, integrated marketing and augmented reality.

For more digital marketing stats, check out our Internet Statistics Compendium.

intelligence briefing

Business culture and structure seen as main obstacles to integrated marketing

Organisational structure and company culture are seen as the two main obstacles to effective integrated marketing, according to a new report from Econsultancy and Adobe.

The survey also found that disparate data sources continue to be a key problem for businesses, as are non-integrated technology platforms and a lack of senior-level buy-in.

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

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.


10 interesting digital marketing statistics we've seen this week

Here it is, the final digital marketing stats round up of the year.

This week it includes Amazon's customer satisfaction, mobile commerce, integrated marketing, Google search trends and Beyonce.

And for more digital marketing stats, check out our Internet Statistics Compendium.


Three steps to mobile marketing mastery

Mobile marketing involves much more than big budgets and a mobile-optimised website.

In particular, as social and location intelligence technologies mature, integrating marketing data from these sources in to the mobile marketing mix becomes incredibly important.

As brands build the sophistication of their mobile marketing efforts, there are three things brands should focus on getting right.


Integrated vs specialist: have agency models changed in 2013?

Over the last 12 months, we’ve started to see some significant shifts in the agency model and client-agency relationship. Having been involved in working with and running a number of agencies since 2003, I thought I’d share the direction I see things heading.

In some way this is a series of mini-posts, so you might want to grab a cup of tea first! But it should go to show the challenges agencies face in order to keep evolving and stay on top of their game.

Integrated Marketing Week

Emerging Platforms and Trends - watch our latest #IMW13 hangout live

This session will be a feast of everything new. We'll touch on future TV, digital out of home, and the multiscreen experience. Anything you want to talk about, we will! Come join us to discuss the future of marketing and how it'll affect what you do and when you do it. 

Update - unfortunately we suffered Google+ connectivity issues during this session, and were forced to cut the hangout short-we've posted the first part of the session here, and will post a follow up post with more detail soon. 

Watch the hangout live >>>


Data from 1,000+ marketers identifies the #1 enemy of marketing integration

Econsultancy’s report on marketing integration won’t be published until Integrated Marketing Week in June, but we wanted to preview some of the top line findings from our survey of over 1,000 marketers and agency pros. 

In this post, we look at the building blocks of integration and its number one enemy, human nature (and what to do about it.)


Why events are the last bastion of integrated marketing

We can tell the last ten items a consumer bought on our site and we can tell the open rate of our email marketing campaigns, but few of us can say how long any one visitor at our event booth spent there and what they picked up.

The swag, a brochure, your business card, your hot intern’s telephone number, which was it?

This not-knowing is weird, says Liz Miller, overseer of daily operations at the CMO Council (CMOC), a global affinity network of top brand marketers. “Since when did a marketer get shy?” she asked recently.