A snapshot of Digital Marketing 2013

CMOs urged to better integrate marketing teams if they're to truly engage customers cross-channel, new Experian report finds

Multi-channel integration and mobile are top of mind for marketers, but CMOs still need to do a better job of bringing teams together to deal with the modern customer, according to a new report.

The 2013 Digital Marketer Report is the fifth annual report from Experian and was released earlier this month.

From the marketer’s point of view, the report found response attribution as the most challenging multichannel marketing issue for the second year in a row (35 per cent of marketers), followed by campaign coordination (22 per cent).

When asked about the percentage of cross-channel campaigns run with an integrated message, creative and offer, 37 per cent of marketers responded that 40 per cent or fewer of their campaigns were integrated, while 46 per cent said 61-100 per cent of campaigns were integrated.

The report also found 74 per cent of marketers are either now coordinating, or in the process of coordinating, the offline and online channels experience, a must when it comes to meeting the needs of today’s well-connected and discerning customer.

“This year’s most important – and challenging – imperative is for marketers to truly demonstrate their customer obsession by synthesising disparate data trails and orchestrating thoughtful, meaningful and coordinated experiences as their customers move seamlessly in and out of channels,” the report authors stated.

“Being able to respond to these dynamic interactions in real time across all relevant channels is the foundation of cross-channel marketing and is a critical component to building long-term advocacy.”

Yet the report found marketing teams are still often segregated, making the task of true integration and seamless customer experience more difficult. Forty-seven per cent of marketers surveyed claim their teams to be somewhat integrated, against 20 per cent who are broken out by channel. The more siloed the teams, the fewer the integrated campaigns executed, Experian said.

For the CMO, it’s imperative to structure teams to avoid customers receiving a stream of confusing or even competing messages, the authors stated. “CMOs need to be leaders of the transformation from multichannel to cross-channel marketing, breaking down barriers in their organisations, not just for the customer but for their own success and that of their brand.”

The Digital Marketer Report also detailed digital behaviours and trends on the user side of the spectrum and found 20 per cent of young adults visit websites from four different devices each week, along with 25 per cent of adults aged 35-49.

Mobile is proving a significant channel for millennials (18-34 year olds), as these users spend 14 per cent more time engaged with their mobile devices in an average week than their generational peers, according to the report. During a typical month, smartphone owners between 18-24 years of age send and receive nearly 4,000 messages, with the number dropping by 40 per cent through each age bracket. In addition, mobile phones now tie with television in terms of reach across 18-34 year olds (94 per cent).

Arguably less surprising is adults over 50 spend 34 per cent more time reading newspapers than the average newspaper readers. This group also spends more time than average reading magazines, watching television and using ereaders.

Experian’s report also looks into the effectiveness of various channels for marketing, how mobile is influencing email opening rates, and case studies and advice on bettering social media integration.

More digital marketing insights:

Follow CMO on Twitter: @CMOAustralia or take part in the CMO Australia conversation on LinkedIn: CMO Australia.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

Great Post.Thanks for sharing such an informative article.I have worked with Ally Digital Media and it has a very good service which is b...

Utkarsh Kansara

Predictions: 17 digital marketing trends for 2017

Read more

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Latest Podcast

More podcasts

Sign in