As consumers bounce from device to device throughout the day, marketers are trying to figure out how to track them across platforms. As a result, cross-channel marketing was a top priority for the majority of client-side marketers worldwide queried in a May 2014 study by Econsultancy in association with Oracle Marketing Cloud. More than two-thirds of respondents agreed that integrating all marketing activities across channels was a main goal.
However, a look at the other cross-channel capabilities cited by respondents showed that just because cross-channel was a priority didn’t mean they were actually doing it. For example, 43% said that they could understand their consumers’ journeys and change their marketing mix as a result, while 30% had implemented teams to work on integrated marketing. Less than one-fifth of respondents could measure the financial impact of cross-channel efforts—a problem, considering that marketing results matter—and the ability to determine customer retention as a result of integrated marketing trailed even further behind. Read the rest at eMarketer.