Experian Marketing Services has released the latest of its mammoth annual digital marketer reports, and in this edition the analysts pay particular attention to cross-channel marketing, with a headline result being that half of global cross-channel marketers surveyed plan to integrate 4 or more channels in their campaigns this year. Effectively managing cross-channel campaigns requires moving out of channel silos – and it’s interesting to see how marketers view the primary roles different channels have in the customer journey.
It’s an important point, given that three-quarters of respondents still operate in silos, where their departments are somewhat organized by channel. This type of arrangement means that marketers might be more concerned with the performance of their own channel rather than how it fits into the broader customer journey. Read the rest at MarketingCharts.