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.

Comments

Comments are now closed.

Supporting Association

Awesome. Love the new direction it has taken. and get on apple store download business app "office togo" check it out :-)

BrRafique

Dumb Ways to Die creators launch second game

Read more

I agree with Geoff, more often than not the technology is blamed for poor results instead of poorly conceived strategy. Innovative techno...

Wojtek - nomadic.uno

Arts Centre Melbourne iBeacon trial disappoints

Read more

This is an interesting case study on why it is absolutely crucial to have a deep understanding of customer experience and how the integra...

Andrew Ngui

Arts Centre Melbourne iBeacon trial disappoints

Read more

As a Melbourne based Marketer, I trialled this demo from the Arts Centre, it was pretty innovative using passes with the iBeacon technolo...

Geoff B

Arts Centre Melbourne iBeacon trial disappoints

Read more

Yes, Digital Marketing is more or less blased by the Social Media as it is described. Social Media is a medium to connect with the entire...

Tamara Watson

4 digital marketing trends to watch from GroupM's Rob Norman

Read more

Sign in