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Modern marketing professionals are all too aware of the need to implement a co-ordinated strategy across multiple channels, however there are a number of significant barriers that prevent this from becoming a reality.

Data included in our new Australian Cross-Channel Marketing Report, published in partnership with Experian Marketing Services, shows that 57% of Australian companies feel that a lack of strategy is the main barrier to implementing effective cross-channel marketing.

This was followed by a lack of knowledge (42%), lack of budget and poor interconnecting technology (both 38%).

The report, which is based on a survey of 200 Australian businesses, investigates the use and understanding of cross-channel marketing tactics, as well as the level of investment by Australian businesses.

What are the three biggest barriers preventing you / your clients from driving effectively co-ordinated marketing campaigns across multiple channels?

How to overcome these barriers

Taking into account the fact that lack of both strategy and knowledge are perceived to be the main barriers to cross-channel marketing, it’s not surprising that that internal education and more clearly defined strategy are two areas marketers plan to focus on over the next 12 months.

The data also shows that Australian companies are planning a greater investment in new technology (39%) as well as further integrating marketing teams (32%).

A separate question found that only 41% of responding companies say they use cross-channel marketing technology, however 42% of companies plan to increase investment in this area within the next two years.

Over the next 12 months, how do you/your clients plan to overcome the barriers that are preventing effective cross-channel marketing activity?

David Moth

Published 17 July, 2013 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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