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.

Supporting Association

When the incentives are broken, the results will eventually face the same fate. Eagerness to close sales at the expense of customer quali...

Babar Khan

Mediacom revelations shine light on industry at breaking point

Read more

Retail Payments—The Reality ... http://bit.ly/1nSA1Zl

Philip Cohen

Amazon ditches Wallet mobile payment service

Read more

Great article! Why the trial underachieved is quite understandable. Even marketers who are well aware about proximity marketing and how i...

Neha Mallik

Arts Centre Melbourne iBeacon trial disappoints

Read more

Great to know that more companies are opting for live chat as a way of offering better customer service.However, I think that nowadays th...

Piper FitzG

Mizuho Bank aims for personalising digital customer service through live chat

Read more

I like the promise of AI driving big data pulses and crunching them into meaningful data for consumption across departments. This is movi...

Hitesh Parekh

Why artificial intelligence is set to automate marketing

Read more

Sign in