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The majority of companies are focused on integrated marketing but many are still struggling to implement a truly cross-channel approach, according to research published today.

The third annual Cross-Channel Marketing Report, published by Econsultancy in association with Oracle Marketing Cloud, has found that two-thirds of responding companies (67%) agree their ‘priority is for all key marketing activities to be integrated across channels’.

However, only two in five (43%) say they ‘understand customer journeys and adapt the channel mix accordingly’, with fewer still having cross-functional teams (30%) or measuring the financial results of integrated marketing (19%).

The research, based on a survey of nearly 1,000 digital marketers and ecommerce professionals, revealed that orchestrated marketing activities are crucial for delivering individualised customer experience.

According to a fifth of respondents, the most important factors for success in this area are ‘a clearly defined strategy’ and ‘understanding of the customer journey’.

Only 7% of organisations say their organisations are ‘very much set up to deliver effectively orchestrated cross-channel marketing activities’, with almost half (49%) stating that they are geared up for this ‘to a certain extent’.

‘Lack of resources’ (22%) is the reason most commonly pinpointed to explain why companies can’t deliver orchestrated cross-channel marketing activities.

Simon Robinson, Senior Marketing and Alliances Director EMEA, Oracle Marketing Cloud, commented: “The Econsultancy Cross-Channel Marketing Report 2014 shows that companies understand that the key to delivering an effective campaign lies in achieving a better understanding of the customer journey. However, less than half believe they are successfully monitoring the customer journey in order to inform their approach.

“Keeping the customer ‘switched on’ to your brand message is more challenging than ever before and this sentiment is highlighted in the report. Almost a quarter of companies (21%) questioned believe that the customer journey is the singular most important factor for a successful campaign.”

Other findings from the report include:

-) Half (51%) of companies agree that they ‘focus on the customer not the campaign’ compared to 29% who disagree.

-) Less than a third (30%) of companies have ‘cross-functional / cross-silo teams to facilitate integrated marketing’, and only 19% have ‘measured the financial results of conducting cross-channel or integrated marketing’.

-) The focus of marketers continues to shift from traditional to digital marketing channels, with website (53%), email (46%), SEO (38%) and social media marketing (36%) most likely to be among companies’ top-three priorities for the year ahead.

-) Just over three-quarters of client-side respondents (76%) say they have a mobile strategy in place, up from 60% last year.

-) The proportion of companies who say they are more ‘focused on acquisition’ has shrunk from 44% to 40%. The proportion of marketers who agree that it is ‘cheaper to retain than acquire a customer’ has increased from 70% last year to 82% this year.

Get this report

The full report is available on the Econsultancy website here:

The guide is available to Econsultancy subscribers, or on a pay-per-view basis.

For more information about this report, contact: Linus Gregoriadis, Research Director, Econsultancy
linus AT econsultancy.com
T: +44 (0)20 7269 1450

About Oracle Marketing Cloud

Modern Marketers choose Oracle Marketing Cloud to build customer-obsessed cultures, create and manage ideal customers, and power revenue performance. They use award-winning technology and expertise to transform marketing by truly knowing the customer, engaging with cross-channel marketing, and achieving data-driven accountability.

Integrated information from cross-channel, content and social marketing with data management and dozens of AppCloud apps enables these businesses to target, engage, convert, analyse, and use award-winning marketing technology and expertise to deliver personalised customer experiences.

Visit oracle.com/marketingcloud

About Econsultancy

Econsultancy’s mission is to help our customers achieve excellence in digital business, marketing and ecommerce through research, training and events.

Founded in 1999, Econsultancy is used by more than 600,000 professionals every month, and has offices in New York, London and Singapore.

Our subscribers have access to research, market data, best practice guides, case studies and elearning – all focused on helping individuals and enterprises get better at digital.

The subscription offering is supported by digital transformation services which include capability programs, training courses, skills assessments and audits. We train and develop thousands of professionals each year as well as hosting events and networking that bring the Econsultancy community together around the world.

Subscribe to Econsultancy today to accelerate your journey to digital excellence.

Call us to find out more:

New York: +1 212 971 0630
London: +44 207 269 1450
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Published on: 11:43AM on 4th August 2014