January 10, 2013
According to an Exacttarget Cross-Channel Marketing survey, which gathered data from 211 U.S. marketers at companies with annual revenues of $100 million or more, marketers are using a number of tools to achieve cross-channel success.
The data shows 78 percent of marketers believe cross-channel marketing is important or very important to their business. Respondents cite more efficient marketing operations as the primary benefit (71 percent), followed by better ROI on marketing campaigns (64 percent) and improved customer relationships (54 percent).
In order to realize these benefits and achieve cross-channel success, marketers are using a number of different technologies. Web analytics platforms are currently being used by 60 percent of marketers, making it the most common technology employed by marketers. Email marketing service providers (53 percent), social media management tools (39 percent), and campaign management and marketing automation platforms (32 percent) are also being widely used.
Even with these technologies in place, marketers still experience some challenges with regards to customer data across channels. Managing campaign execution across multiple marketing technologies (35 percent), understanding customer interactions across channels (33 percent), responding to customers in real-time (17 percent), and automating repetitive marketing processes (14 percent) are common challenges, according to survey respondents.
A fully functioning, cross-channel marketing platform could greatly benefit marketers in the future. Individual technologies are no long sufficient for the amount of channels and data available to customers in today’s digital environment.