Article: “The Challenges of Cross-Channel Marketing”
Source: eMarketer
85% of the marketers see value in cross-media integration.
Most marketers though have problems measuring across channels, figures given in the article are:
*44% lacks suitable metrics,
*37% lacks case-studies on cross-channel effectiveness and
*34% lacks the appropriate measurement technology.
It’s a good sign to see that marketers are creating cross-channel campaigns to reach their target audience in multiple ways. Integral marketing efforts have more impact on the customer due to the consistent execution towards the target audience.
As already mentioned in “In Defense of Experimental Advertising” it’s a challenge to measure causality and correlation. For cross-channel strategies the need for attribution systems that create insights are the next step to run complex campaigns.
Do approach your cross-channel marketing efforts with a mindful approach, employ those channels which are relevant for your goals and target audience. Too often, this is not the case. Because measurements is still inadequate, money must flow through the most appropiate tactics.
What analytical system are you using to approximate the abovementioned challenges in the most accurate way?
Related posts:
- Reflection: “A Checklist to Choose Which Internet Marketing Channel is Right for Your Business”
- Reflection: “Who Finds Twitter More Effective, Advertisers or Consumers?”
- Reflection: “In Defense of Experimental Advertising”
- Reflection: “Forget Twitter; Your Best Marketing Tool Is the Humble Product Review”
- Marketing’s fifth P on steroids