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

The marketing over the past 2 years of the Vodafone brand has been confused. We have seen some of the worst advertising in the brands his...

Noel

Vodafone on the hunt for new CMO

Read more

This is an extremely insightful article for sure: a perfect case study into the correct way to choose and implement a CRM system so that ...

Aaron Williams

How marketing automation, CRM upgrade is paying engagement dividends for ResMed

Read more

Mr. Rudy has found the right direction to marketing Catch of the Day and paying attention to customer comments and complaints. The simpl...

Desiree Segal

Catch of the Day retailer hooks fresh customer insight with NPS

Read more

True. Australian Marketing, Advertising, News, PR and Sales Fails Big Time due to using old techniques and not adapting to ICT - can be r...

Joe

Marketing must take charge of innovation, says TBWA chairman

Read more

Step 1) Employ your own workforce. Step 2) Show the public network being built. Step 3) Let the public advertise your brand in return f...

Jason

NBN Co creates head of social strategy role

Read more

Sign in