Marketers embracing cross-channel campaigns but struggling with integrationby
Although the vast majority of UK marketers are embracing the concept of cross-channel marketing campaigns, a mere 4% are producing truly integrated ones today.
According to a survey undertaken by marketing software provider Responsys, a huge 96% of marketers are either undertaking cross-channel campaigns now or intend to over the next 12 months. Respondents defined such channels as email, mobile, social and the web and three quarters believed that their job description currently included responsibility for all four areas.
But half of those questioned also admitted that they did not integrate their cross-channel campaigns at all, while 46% said that they were in the process of doing so but had not got there yet.
Simon Robinson, the firm’s director of marketing and alliances, said: "With so many new social and mobile platforms emerging, it comes as little surprise that marketers are finding it increasingly difficult to produce integrated campaigns and are less inclined to take responsibility for channels they don’t fully understand."
Nonetheless, he warned that, as smartphones and social media started to play an increasingly crucial role in the way that consumers researched and purchased products and services, it was becoming progressively important for marketers to bite the bullet and ensure they were able to target their audiences in a timely and effective manner, he added.