Page 5 - index
P. 5
RESEARCH, ANALYSIS & TRENDS
Connecting mobile ad
viewers across online and
offline channels still
challenging for marketers
Nearly all marketers increased their As a result, cross-channel market- Just 7% of respondents said their
mobile ad budget in 2014 - 93% ing was a top priority for the majori- organizations were prepared to ex-
worldwide - according to a June ty of client-side marketers world- ecute cross-channel marketing,
2014 study by Forrester Research wide queried, as a May 2014 study while 35% said they were “not real-
for Acxiom and 4INFO. But more by Econsultancy in association with ly” ready. And fully 62% of respond-
spending means more measure- Oracle Marketing Cloud showed. ents agreed that their messaging,
ment to prove that increased in- More than two-thirds of respond- execution and delivery strategies
vestments are worth it, and the re- ents agreed that integrating all mar- weren’t aligned across touchpoints,
search found that marketers hadn’t keting activities across channels compared with just 10% who disa-
quite mastered this part yet. Be- was a main goal. greed with this statement.
sides, mobile is just one part of the
consumer journey, since people are However, a look at the other cross- Of course, mobile plays a huge role
jump today from mobile to other channel capabilities cited by re- in cross-channel marketing, and
digital and offline channels. spondents showed that just be- this year, more marketers were fo-
cause cross-channel was a priority cused on integrating this channel
Hence, measuring ROI requires didn’t mean they were actually do- into their strategy: 76%, vs. 60% in
tracking consumers’ actions on oth- ing it. For example, 43% said that 2013. However, respondents still
er channels after they see a mobile they could understand their con- had a long way to go here as well.
ad. Here, just 8% of digital market- sumers’ journeys and change their Just 23% had integrated mobile
ers were able to connect mobile ad marketing mix as a result, while messaging, and only 16% said the
viewers across online and offline 30% had implemented teams to same about push notifications. ◊
channels with no limitations. work on integrated marketing. Less
than one-fifth of respondents could Source: eMarketer
As consumers bounce from device measure the financial impact of
to device throughout the day, mar- cross-channel efforts—a problem,
keters are trying more and more to considering that marketing results
figure out how to track them across matter—and the ability to determine
platforms. customer retention as a result of
integrated marketing trailed even
further behind.
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Connecting mobile ad
viewers across online and
offline channels still
challenging for marketers
Nearly all marketers increased their As a result, cross-channel market- Just 7% of respondents said their
mobile ad budget in 2014 - 93% ing was a top priority for the majori- organizations were prepared to ex-
worldwide - according to a June ty of client-side marketers world- ecute cross-channel marketing,
2014 study by Forrester Research wide queried, as a May 2014 study while 35% said they were “not real-
for Acxiom and 4INFO. But more by Econsultancy in association with ly” ready. And fully 62% of respond-
spending means more measure- Oracle Marketing Cloud showed. ents agreed that their messaging,
ment to prove that increased in- More than two-thirds of respond- execution and delivery strategies
vestments are worth it, and the re- ents agreed that integrating all mar- weren’t aligned across touchpoints,
search found that marketers hadn’t keting activities across channels compared with just 10% who disa-
quite mastered this part yet. Be- was a main goal. greed with this statement.
sides, mobile is just one part of the
consumer journey, since people are However, a look at the other cross- Of course, mobile plays a huge role
jump today from mobile to other channel capabilities cited by re- in cross-channel marketing, and
digital and offline channels. spondents showed that just be- this year, more marketers were fo-
cause cross-channel was a priority cused on integrating this channel
Hence, measuring ROI requires didn’t mean they were actually do- into their strategy: 76%, vs. 60% in
tracking consumers’ actions on oth- ing it. For example, 43% said that 2013. However, respondents still
er channels after they see a mobile they could understand their con- had a long way to go here as well.
ad. Here, just 8% of digital market- sumers’ journeys and change their Just 23% had integrated mobile
ers were able to connect mobile ad marketing mix as a result, while messaging, and only 16% said the
viewers across online and offline 30% had implemented teams to same about push notifications. ◊
channels with no limitations. work on integrated marketing. Less
than one-fifth of respondents could Source: eMarketer
As consumers bounce from device measure the financial impact of
to device throughout the day, mar- cross-channel efforts—a problem,
keters are trying more and more to considering that marketing results
figure out how to track them across matter—and the ability to determine
platforms. customer retention as a result of
integrated marketing trailed even
further behind.
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
