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

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook

It’s excellent aiming to resurrect the complete within the hearts and minds of connected customers, moreover because the terribly relevan...


CMO Interview: How Kodak’s global CMO is bringing the brand back from the brink

Read more

Great to see ActiveCampaign's growth funded with some serious money.As a platform, it's up there with the usual suspects in terms of feat...

Lawrence Ladomery

CMO's top 10 martech stories for the week - 13 October

Read more


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Latest Podcast

More podcasts

Sign in