In late 2013, we invited readers to participate in the Quarterly Digital Intelligence Briefing with Econsultancy. The survey covered multichannel marketing resulting in this report from Econsultancy; “Channels in Concert: Trends in Integrating Marketing”. We found that multichannel campaign technology was limited to less than a fifth of responding companies, with more than half saying they were planning to use such a solution in the next 18 months.
In association with Econsultancy, Adobe is carrying out their latest research for the next Digital Intelligence Briefing on Multichannel Campaign Management. Our goal for this new research is to validate our findings from the previous study and gain new insights into how the B2B community is applying multichannel campaign, now cross-channel, marketing in 2015 and what their plans are for 2016 and beyond.
The key interest is to determine if company capabilities in cross-channel marketing have changed since December 2013. Marketing technology is developing and maturing at a rapid rate. The digital maturity of your company is an important factor to be able to add these new technologies to the corporate tech stack in a way that has value and ROI for your marketing effort. We pursue the answers to those questions via this survey. The creation of new customer touch points via the Internet of Things (IoT) such as wearables, smart home sensors, and retail near field communication (NFC)/iBeacon and low power Bluetooth have created many opportunities to learn more and more about your customer base.
In the area of corporate culture and organisational strategies, have you been able to break down the siloed bastions of data and create integrated teams that now include marketers, sales, data analysts, creative professionals and IT resources? These are difficult things to carry out effectively as change is never a universally accepted effort. How successful have you been? We’d like to know.
The 2013 study told us that only 12% of in-company businesses take an integrated approach to all campaigns across all channels. Furthermore, few companies regard themselves as ‘capable’ when it comes to related areas such as having a single customer view (26%), customer journey analysis (19%) and data-driven marketing decisions in real time (14%). We hope to see an improvement in those percentages.
Those taking part in this survey will get a free, advance copy of the resulting Quarterly Digital Intelligence Briefing, which will be published by Econsultancy in August 2015.
What are your obstacles to cross-channel success? Complexity, budget, understanding marketing technology, C‑suite buy-in, changes in organisational structure or something else? Take the survey and let us know.