REPORT ON CROSS-CHANNEL MARKETING BARRIERS

REPORT ON CROSS-CHANNEL MARKETING BARRIERS

According to a recent research report published by Experian Marketing Services, the biggest challenge faced by businesses in executing a successful cross-channel marketing is the lack of a single customer view. The results were drawn out from an online survey conducted among 1,012 marketers in 2014. Responses were documented from all over the world and the results got published in June, 2015.

Approximately 32% respondents said that the lack of a single customer view is the top challenge in their cross-channel marketing efforts. Other top challenges includes technology limitations (31% of respondents cited) and organizational structure (31%). Overcoming cross-channel marketing barriers is not easy, it requires constant and careful efforts.

Key findings of the research are;

  • 50% of respondents said that their marketing efforts are slow but aligned, 29% said their efforts are coordinated and 17% said their efforts are isolated and unaligned.
  • Only 4% of respondents said that their company is performing fully integrated cross-channel marketing.
  • 43% of respondents said one of the top barriers to a complete customer view is poor data quality.
  • 39% of respondents said that the isolated functioning of various departments in their business is one of the top challenge in getting a complete customer view.

Experian Marketing Services report says, “Cross-channel marketing is an in-depth process. It takes entire companies working together and synchronizing data efforts to understand their best customers and then plan an engagement strategy that will resonate uniquely with each customer at every point of interaction.”

Experian Marketing Services is helping marketers deliver data-driven targeted marketing for more than 30 years. In past, Experian Marketing Services reports have been recognized with awards such as the Killer Content Award (DemandGen Report) and Stevie Award (American Business Awards) and their research has been featured in  many prestigious media such as The Wall Street Journal, MediaPost, ClickZ, CNBC and 1to1 Media.

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Nameeta works with the digital marketing team at BusinessMojos.


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