Most marketers are planning to use cross-media marketing campaigns this year with three channels or more and are also placing greater emphasis on the importance of data. The 2014 Digital Marketer report from Experian Marketing Services examines how new dimensions of consumer data are increasingly marketing complexity and how the many different channels of marketing intersect. Digital marketing is high on the agenda and fewer marketers are planning to use print.
Key data
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80% of marketers plan to use cross-media marketing campaigns in 2014. |
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38% of marketers will use three channels in their cross-media efforts. |
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Only 12% are planning to use print advertising in 2014, with the majority focusing on website and email marketing (63% and 60%, respectively). |
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Only 28% of marketing teams are fully integrated. The majority are either only somewhat integrated or broken out by channel. |
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93% think data is essential to marketing success, but on average companies believe that 22% of their data is incorrect. |
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59% say that poor data quality can be attributed to human error. |
Additional facts
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The top barriers to cross-channel marketing are current technology in a company, organisational structure and budget.
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The top channels marketers are planning to use are website, email marketing, search marketing and unpaid social media marketing.
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Today’s businesses are losing out from poorly executed cross-channel marketing efforts. For example, in the US, retailers lose nearly $100 billion while in Germany businesses lose more than $1.5 billion annually because of a narrow focus on a single marketing channel.
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Marketers are seeking to identify customer data collected from every resource including CRM systems, point-of-sale, third-party resources, social media and call center systems.
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There are many different data sets accessible to marketers, but success often comes with finding value in certain data or limiting emphasis to data that can be employed to acquire, retain and maximise customer relationships.
The report is released annually by Experian and contains benchmarks and trends for marketers. You can read the report here.
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