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Overview

The fourth annual Cross-Channel Marketing Report, carried out in association with Oracle Marketing Cloud, explores how companies are orchestrating their marketing activities across a range of channels. The research is based on a survey of over 400 client-side digital marketers and ecommerce professionals, carried out in July and August 2015.

The report provides insight into the extent to which organisations are delivering integrated cross-channel marketing campaigns, the level of mobile integration and their most important priorities over the next year.

What you'll learn

  • Find out how well organisations are set up for cross-channel marketing and how they rate the impact of cross-channel interactions on various business objectives.
  • Benchmark your cross-channel capabilities against those of your peers and discover if you're well equipped to deliver effectively orchestrated cross-channel marketing activities.
  • Understand how organisations can enable orchestration of cross-channel marketing activities and what the most common barriers are.
  • Find out where most time is spent on a typical digital marketing campaign and which channels are most time-consuming.
  • Benchmark your mobile marketing activities against those of your peers.

Key findings from the report

  • While over two-thirds of responding companies agree their 'priority is for all key marketing activities to be integrated across channels’, only 39% say they ‘understand customer journeys and adapt the channel mix accordingly'.
  • Only 5% of respondents say their organisations are 'very much' set up to deliver effectively orchestrated cross-channel marketing activities.
  • Over a quarter (28%) of respondents say their organisations don't have a strategy for integrating mobile into broader marketing campaigns, up from 24% last year.

Download a copy of the report to learn more.

Other reports in the Modern Marketing Actionable Insights Series

Table of contents

1. Foreword by Oracle Marketing Cloud

2. The strategic case for cross-channel

3. Brands face on-going challenges

4. Fragmentation prevents cohesion

5. The real-time imperative

6. Mobile – from tactical to strategic

7. Channels and resources

8. Display should be more integral

9. Website and email still the biggest priorities

10. Actionable best practices

11. Appendix: respondent profiles

Downloads

  • Pdf Disabled Cross-Channel Marketing Report 2015 (3.65 MB PDF)
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