Overcoming obstacles to cross-channel marketing success

In a recent Experian Marketing Services global survey, sixty-one percent of marketing leaders cited data, specifically collecting and managing structured and unstructured data, as one of the top business challenges they face. As covered in The 2014 Digital Marketer: Benchmark and Trend Report, this fact is not surprising given the number of ways data flows into organizations these days. Many companies are struggling to keep up and it’s having an effect on their ability to execute meaningful, customer-centric marketing campaigns.

And while 80 percent of marketers surveyed said they plan to run cross-channel campaigns this year, they will need to jump a number of hurdles. One of the top barriers, reported by 38 percent of marketers surveyed, is organizational structure. Marketing teams continue to be separated by channel. With only 28 percent of marketers working in fully integrated teams, it understandably makes cross-channel execution difficult.

So there’s a lot for marketers to think about as they soldier on through 2014. Take a look at the presentation below to see stats from the report, and download the webcast for commentary and insight from presenter Bill Tancer on what these findings mean to marketers.