DMA: Etailers must integrate channels for brand awareness

If not, you may be doing a disservice to your brand. According to research from the Direct Marketing Association, marketers are doing a good job of getting their brand "out there", however they could do a better job of integrated these sites so that the message being sent doesn't change from brick-and-mortar store to social network.

The survey found that only 33% of respondents offer cross-channel order fulfillment.

Eugenia Steingold, Ph.D., chief author of the report and senior research manager for DMA said, "Retailers need to merge and synchronize all channels in terms of consistent brand message, timing, creativity of promotions, loyalty programs, and fulfillment. . .organizational support and restructuring might be necessary.”

The survey found that most etailers are using their website as the key component of ad campaigns, followed by email and direct marketing efforts; mobile marketing is the least used device currently. Discounts are used by 80% of marketers as part of their loyalty program.

Tags: cross-channel advertising, ecommerce, online advertising