Australian marketers don't get cross-channel marketing: Report

Latest Experian and Econsultancy survey finds nearly half of Australian marketers will increase investment into cross-channel marketing technologies yet most don't get the concept

More than half of Australian marketers don’t have a clear strategy for cross-channel marketing and most don’t even truly understand the concept, a new report claims.

According to the new Experian and Econsultancy market survey and whitepaper, Making the most of your data, 42 per cent of Australian marketers will increase their investment in cross-channel marketing technologies in the next year, yet only 14 per cent claim to have grasped cross-channel marketing as a concept.

Fifty-seven per cent of respondents lacked a clear strategy for cross-channel marketing, and 38 per cent claim they don’t have enough budget to do it well.

In addition, 42 per cent of respondents cited a lack of knowledge across their teams around what cross-channel marketing, is or how to analyse the data. The report was based on a survey of 200 Australian marketing professionals.

A similar report, produced by Responsys and Econsultancy and released in June, found marketers lack a single integrated view of customer engagement. Forty-six per cent of the Australian respondents were found to still centre activity around sending campaigns, rather than the whole customer journey, and 56 per cent said their ability to improve customer engagement was because they lacked an integrated view of their brand experience.

Experian’s report comes on the back of the release of its Cross-Channel Marketing Platform, which it claims provides a central location for marketers to plan, manage, execute, automate and optimise campaigns across multiple channels including email, mobile, social, web, display and print.

“The customer’s ‘path to purchase’ is becoming increasingly complex, making it more difficult for brands to cut through the noise,” Experian Marketing Services general manager, Matt Glasner, commented, also adding that the growing volume of data wasn’t helping.

“To be successful in this multi-channel environment, marketers must have access to real-time data, interpret it and then respond quickly, confidently and appropriately.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

How to keep your B2B marketing job for the next 5 years

B2B marketers are in the hot seat. As the customers’ buying journey shifts online, B2B marketers must exert influence and build trust with their prospects in a new way.

Collective Intelligence: The power of smarter, quicker team thinking

When we think about the bottom line in business, the immediate jump is fiscal performance. But if you're serious about future-proofing your business, then you need to be ready to think outside the box of traditional success measures.

Janine Garner

Founder and CEO, LBDGroup and author

Can the data-led creative please stand up?

The data land grab is full steam ahead. Media agencies, brands and tech players are all scrambling over one another to develop data and insights capabilities and to own the space.

Hmm ... another pondering example of VR technology's use for place-teleportation.http://www.virtualrealitytimes...

VirtualReality Times

Virtual reality provides platform to showcase Brisbane winter experiences

Read more

Hi Nadia, I think it will be interesting to see how this space evolves since, as you mentioned, more and more brands will be getting in o...

Lauren Jung

How to engage in influencer marketing: The controversy and the opportunity

Read more

Thanks for the feedback Lauren. The big question I have is whether consumers will continue to inherently trust in the blogger's commentar...

Nadia Cameron

How to engage in influencer marketing: The controversy and the opportunity

Read more

It's interesting when I see posts like this, where big companies are strategizing to position themselves for an effective content marketi...

Dan Ewah

Engineers Australia partners with Mahlab on content marketing strategy

Read more

Great read! Our online platform creates a marketplace for brands to connect with influencers and our integrated Federal Trade Commission ...

weconnect

How to engage in influencer marketing: The controversy and the opportunity

Read more

Sign in