Is Multichannel Marketing Getting Any Easier? - eMarketer

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Is Multichannel Marketing Getting Any Easier?

Marketers are no further along than two years ago in terms of using multichannel data

September 17, 2015

Multichannel marketing is difficult to do effectively. Not only must marketers come up with campaigns that work across channels, but they must also attempt to analyze how they work in concert. And research suggests most are not much closer to getting a handle on all that data than they were a few years ago.

Digital Marketers/Ecommerce Professionals Worldwide Whose Company Has a Single Platform for Managing Data Across Multiple Channels, 2013 & 2015 (% of respondents)

According to 2015 polling by Econsultancy conducted in association with Adobe, just 8% of digital marketers and ecommerce professionals worldwide had a single platform to manage their data across all marketing channels. That was unchanged from when Econsultancy asked the same question in 2013.

The share who had a single platform that could manage some, but not all, of their data was down by 1 point, and respondents were 3 percentage points more likely to say they had separate but connected platforms to manage all their data. Still, 50% had separate but unconnected technologies—virtually unchanged from 52% who said the same in 2013.

Respondents were also no closer to having a single customer view than they had been in 2013. This year, 29% said they were currently capable of this, vs. 26% two years earlier.

Leading Obstacles to Consistently Integrating Marketing Activities According to Digital Marketers/Ecommerce Professionals Worldwide, July 2015 (% of respondents)

More than half of marketers and ecommerce professionals polled pointed to technology as the root of their problem. But organizational structure, lack of budget, lack of skills and lack of senior-marketer buy-in were also significant problems.

Despite the robust growth trends in marketing technology uptake and usage, multichannel marketers still don’t have the tools they need to connect every piece of the customer journey. One reason could be the difficult of getting new technologies approved.


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