The Challenges of Cross-Channel Marketing - eMarketer
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The Challenges of Cross-Channel Marketing

Attacking from different angles.

June 23, 2009 | Advertising & Marketing

Worldwide, marketers are engaging in synchronized campaigns across media channels, including TV, mobile and online.

According to Eyeblaster and TNS, 85% of marketers see the value in cross-media integration.

In fact, the researchers found that 67% of the marketers were currently running cross-channel campaigns.

Marketers Worldwide* Who Use Digital Cross-Channel Campaigns, March 2009 (% of respondents)

Another 18% of marketers were not running cross-channel campaigns, but saw the benefits. Only 15% were uninterested or unsure about cross-channel marketing.

Measuring performance across campaigns was, however, problematic.

Only 12% of marketers always compared performance data across channels.

Frequency with Which Marketers Worldwide* Measure Digital Cross-Channel Performance Data, March 2009 (% of respondents)

Most marketers had problems measuring across channels: 44% blamed the lack of suitable metrics, 37% the lack of case studies on cross-channel effectiveness and 34% the lack of measurement technology.

Despite the lack of solid measurement, 47% of marketers believed standard online display ads were suitable for both branding and direct response, and 63% felt the same about rich media.

Marketers Worldwide* Who Consider Online Display Advertising Better for Branding vs. Response Campaigns, by Format, March 2009 (% of respondents)

Taken alone, online display was considered five times more effective as a branding channel than as a response channel. The differential between branding and response was even higher for rich media.

Marketers also thought IPTV, TV and print were effective for both direct response and branding.

Marketers Worldwide* Who Currently Use Select Mainstream Display Channels for Branding and/or Response Campaigns, March 2009 (% of respondents)

Again, when only doing one job, the marketers considered IPTV, TV and print all much more effective at branding than response generation.

Nevertheless, belief is not an adequate measurement system. If cross-channel marketing is to grow, more accurate and dependable analytic tools need to be developed.

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