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BizReport : Ecommerce archives : December 17, 2014

Marin: Brands looking to integrate marketing efforts

While most business have online ad strategies only about one-quarter (27%) say these digital strategies are not integrated across all channels. This is a problem, as more consumers spend more time online, on mobile devices, within social networks and looking for product details.

by Kristina Knight

Recently Marin Software surveyed more than 300 digital brands to see how they are integrating - or not - their online strategies; the survey was based on US and UK advertisers. What they found is that brands have become aware of the need to build cross-channel strategies.

"Advertisers that are not integrating their campaigns across channels and devices are leaving money on the table," said Matt Ackley, chief marketing officer and senior vice president of product at Marin Software. "The old model of each discipline operating within its own silo is counter to how people shop and consume media. Savvy marketers that integrate their data and campaigns stand to achieve a greater return on their ad investments."

Some interesting takeaways from the report include:

• 27% of marketers say paid search, content, social media, SEO, display and other online avenues are 'totally integrated'
• 24% say digital strategies are 'totally integrated' with offline sectors including direct mail, TV and outdoor sectors
• 57% say they 'optimize for mobile' but admit mobile is not a focus of their campaigns
• 50% say the lack of transparent data was a stumbling block to implementing cross channel strategies
• 75% say they're job 'has become more difficult' in the past year

Image via Shutterstock

Tags: advertising, cross channel marketing, cross screen advertising, integrated advertising campaign, Marin Software

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