Market Data

Cross-Channel Marketing Report 2014

By Econsultancy,

There is a newer version of this report available: Cross-Channel Marketing Report 2015



The third annual Cross-Channel Marketing Report, carried out in association with Oracle Marketing Cloud, explores how companies are orchestrating their marketing activities across a range of channels. The research is based on a survey of nearly 1,000 digital marketers and ecommerce professionals, carried out in April and May 2014.

The report, also summarised as a PowerPoint presentation, provides insight into the extent to which organisations are delivering orchestrated cross-channel marketing campaigns, what mobile solutions they deploy and their most important priorities over the next year.

What you'll learn

  • Find out how well organisations are set up for effective cross-channel marketing and how customer-centric they are.
  • Benchmark your cross-channel capabilities against those of your peers and discover if you're well equipped to deliver effectively orchestrated cross-channel marketing activities.
  • Understand how organisations can enable effective orchestration of cross-channel marketing activities and what the most common barriers are.
  • Find out where most time is spent on a typical digital marketing campaign and which channels are most time-consuming.
  • Benchmark your mobile marketing activities against those of your peers.

Key findings from the report

  • While two-thirds of responding companies agree their 'priority is for all key marketing activities to be integrated across channels’, only two in five say they ‘understand customer journeys and adapt the channel mix accordingly'.
  • Only 7% of respondents say their organisations are 'very much set up to deliver effectively orchestrated cross-channel marketing activities'.
  • Just over three-quarters of client-side respondents said there was mobile strategy in place, up from 60% last year.

Additional resources

Download the accompanying infographic for this report.

Table of contents

  1. Executive Summary
    1. Methodology
    2. About Oracle Marketing Cloud
    3. About Econsultancy
  2. Foreword
  3. Cross-Channel Marketing Maturity
  4. Orchestrated Marketing Activities
  5. Marketers’ Time is of the Essence
  6. Focus on Website and Email as Shift from Traditional to Digital Continues
  7. Growing Use of Data to Enhance Display Advertising Performance
  8. Closing the Mobile Gap
  9. Scales Still Tilt Towards Acquisition
  10. Appendix 1: Additional Charts
    1. Use of marketing channels and integration
    2. Acquisition and retention marketing
    3. Cross-channel marketing
    4. Mobile
    5. Resourcing campaigns
  11. Appendix 2: Respondent Profiles
    1. Geography
    2. Business sector
    3. Turnover

Download a copy of the report to learn more.

free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: Cross-Channel Marketing Report 2014 (664 KB PDF)
  • Pdf Disabled Cross-Channel Marketing Report 2014 (2.46 MB PDF)
  • Powerpoint Disabled Presentation: Cross-Channel Marketing Report 2014 (5.59 MB Microsoft PowerPoint)
  • Jpeg Disabled Infographic: Cross-Channel Marketing 2014 (460 KB JPEG)

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