Australia Cross-Channel Marketing Report

The Australia Cross-Channel Marketing Report, sponsored by Experian Marketing Services, looks in detail at the level of integration of different digital channels, use of cross-channel technology and barriers to success. The research is based on a survey of nearly 200 Australian digital and ecommerce professionals working for brands and agencies.

Australian marketers are struggling to implement effective cross-channel marketing campaigns despite increased investment across a range of digital marketing disciplines. The research found that only a quarter of businesses rated the online cross-channel customer experience delivered by their own or their clients’ organisations as ‘excellent’ or ‘good’.

The survey also uncovered confusion around the true meaning of cross-channel marketing which should by definition incorporate consistent and integrated messaging across channels, and the ability to build dialogues and relationships in real-time.

The 49-page report is divided into the following sections:

  • Use of marketing channels
  • Understanding and ownership
  • The consistent customer experience
  • Investment
  • Measurement and optimisation
  • Barriers

Key findings include:

  • Nearly half of responding businesses said they take a short-term, campaign-centric approach without a view to longer term strategy.
  • On average, only 51% of Australian marketing campaigns are run across channels with integrated messaging, creative and offer.
  • Three-quarters of marketers surveyed believe that it is becoming harder for their marketing communications to be heard in the marketplace.

Table of contents

  1. Executive Summary and Highlights
  2. Foreword by Experian Marketing Services
    1. About Econsultancy
    2. About Experian Marketing Services
  3. Methodology and Sample
    1. Methodology
    2. Respondent profiles
  4. Findings
    1. Use of marketing channels
    2. Understanding and ownership
    3. The consistent customer experience
    4. Investment
    5. Measurement and optimisation
    6. Barriers
  5. Appendix: Respondent Profiles
    1. Geographic location
    2. Business focus
    3. Job role
    4. Business sector
    5. Type of company
    6. Annual overall marketing budget
    7. Annual digital marketing budget

Download a copy of the report to learn more.

A free sample is available for those who want more detail about what is in the report.

Source: Econsultancy

Copenhagen INK

Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.

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