Market Data

Cross-Channel Marketing Report 2012

By Econsultancy,

There is a newer version of this report available: Cross-Channel Marketing Report 2015


The Cross-Channel Marketing Report 2012, carried out in association with Responsys, contains a comprehensive analysis of the use of online and offline marketing channels, integration of display advertising and use of mobile for marketing. This is the first report of its kind, and is based on a survey of more than 650 companies and agencies, carried out in April and May 2012.

The report, also summarised as a PowerPoint presentation, gives comprehensive insight into the channels that companies are integrating into their overall marketing activity, the barriers that are preventing companies from driving effective cross-channel campaigns and the online advertising trends that will impact the future of display ... plus much more. 

The survey findings are divided into the following sections:

  • Use of marketing channels and integration
  • Co-ordinated campaigns
  • Email marketing
  • Integration of display with other channels
  • Mobile 

Highlights include: 

  • Companies are in the early stages of developing an integrated approach to marketing
  • Lack of strategy, organisational structure and disparate technology platforms hold back companies from driving effective cross-channel campaigns
  • Integrating display advertising with online channels positively impacts conversions
  • Many companies are failing to integrate email with other channels
  • Online advertising trends: it’s early, but smart TV will impact display
  • Companies are undertaking only basic integration of mobile into wider campaigns

 Table of contents

  1. Executive Summary and Highlights
  2. Foreword by Responsys
    1. About Responsys
    2. About Econsultancy
  3. Methodology
  4. Findings
    1. Use of marketing channels and integration
      1. Use of online channels / marketing disciplines
      2. Highest priority channels
      3. Extent of integration of online channels
      4. Integration of offline channels with digital marketing
      5. Extent of integration of offline channels
    2. Co-ordinated campaigns
      1. Driving marketing campaigns co-ordinated across different channels
      2. Barriers to driving effective co-ordinated campaigns
      3. Factors driving effective co-ordinated campaigns
    3. Email marketing
      1. Integration with email marketing
      2. Email marketing fragmentation
    4. Integration of display with other channels
      1. Integration of display advertising with online channels
      2. Display advertising objectives
      3. Types of information used to target customers
      4. Trends for the future of display advertising
    5. Mobile
      1. Integrating mobile into marketing campaigns
      2. Types of mobile advertising
      3. Customer engagement via smartphones compared to PCs
      4. Targeting mobile display advertising based on location
      5. Encouraging customers to interact with a brand using mobile channels
      6. Use of offline advertising to promote mobile engagement
  5. Appendix
    1. Geographic location
    2. Annual company turnover
    3. Business sector

Download a copy of the report to learn more.

A free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: Cross-Channel Marketing Report (645 KB PDF)
  • Pdf Disabled Cross-Channel Marketing Report (1.53 MB PDF)
  • Powerpoint Disabled Presentation: Cross-Channel Marketing Report (9.11 MB Microsoft PowerPoint)

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