Only 12% of businesses take an integrated approach to all marketing activities

Only 12% of businesses take an integrated approach to all of their marketing activities, according to a new report from Econsultancy and Adobe.

However the results show that most organisations do implement some level of integration, but either lack the skills or structure to properly execute their strategies.

Encouragingly a fifth of businesses (26%) in the survey stated that their campaigns were integrated across ‘most channels’ while just 5% of respondents said that none of their marketing activities were integrated.

The results come from the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing entitled ‘Channels in Concert: Trends in Integrated Marketing’.

By David Moth December 18th 2013 15:03

Which of the following statements best describes how you or your clients carry out marketing activities?

This briefing, based on a global survey of more than 1,000 business respondents carried out by Econsultancy and Adobe in November 2013, looks at data, analytics, technology and skills in the context of integrated marketing.

Integrated marketing is defined as the development of strategies, campaigns and messaging that weave together multiple marketing disciplines and channels, with the aim of providing consistency and maximising their impact.

Technology gap

The inability to integrate marketing campaigns is at least partly due to the failure to utilise relevant technologies.

Less than a fifth of respondents (19%) said that they are currently using multichannel campaign management technology, though more than half (55%) are planning to begin using it in the next 18 months.

It’s interesting to note that a minority of businesses are currently using marketing automation and attribution management systems, despite their importance for improving the impact and ROI of marketing campaigns.

At the other end of the scale 82% of businesses have an email service provider and 78% use some sort of web/mobile analytics software.

Which digital marketing technologies do you use as part of your integrated marketing activities?

Click here to download the full Quarterly Digital Intelligence Briefing in association with Adobe.

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