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DMA study: Integration of marketing channels lags

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New York—While the vast majority of marketers using multiple channels are making an attempt at integrating marketing efforts among them, only about a quarter say they are effective at it, according to a new study from the Direct Marketing Association. According to DMA's report, “Rowing as One: Integrated Marketing Today,” 93% of marketers using multiple channels indicated they have attempted to integrate their messaging, but only 27.4% of these said their efforts are “effective.” Other areas fare even worse, with timing across channels called effective by 16.7% of respondents and effective data analytics integration cited by 14.3%. DMA's online poll of its membership, conducted in April, drew 325 responses.
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