The majority of U.K. marketers (96 percent) are conducting cross-channel marketing campaigns, or planning to do so in the next 12 months, according to a new poll.
The research from Responsys polled online marketers on their cross-channel marketing strategies, also found that 76 percent of marketers believe their job description now includes mobile, social and web responsibilities.
Two thirds (69 percent) of marketers questioned said their organisation already does, or plans to, use social commerce and recommendations in 2011. 72 percent said they also are using, or plan to use, social media specifically as part of their cross-channel marketing campaigns this year.
Despite U.K. digital marketers embracing cross-channel marketing campaigns, just four percent of respondents said their initiatives are truly integrated. Almost half (46 percent) cited that their organisation’s cross-channel marketing efforts are in the process of being integrated, and 50 percent admitted that their marketing campaigns are not at all integrated.
With a plethora of new marketing channels available to increase ROI, Responsys is calling for marketers to ensure they have the right strategy and technology in place to realign their campaigns, budgets, and skills around the channels that consumers are embracing today – email, mobile, social, and the web.
Simon Robinson, Marketing & Alliances Director EMEA at Responsys, comments, “With smart phones and social media increasingly playing a crucial role in the way consumers research and purchase products and services, marketers need to transform their strategies to integrate these channels to ensure they target their audiences in a timely and effective manner. With so many new social and mobile platforms emerging, it comes as little surprise that marketers are finding it increasingly difficult to produce integrated campaigns and are less inclined to take responsibility for channels they don’t fully understand. By sourcing the correct tools and expertise, marketers can design more intelligent cross-channel marketing campaigns and be confident those campaigns reach the right audience, at the right time and over the right channel.”
www.responsys.com