×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

Forrester report looks at cross-channel campaign management

By Published on .

Most Popular
Cambridge, Mass.—A new report by Forrester Research identifies the top challenges and opportunities in cross-channel campaign management.

The report, “Trends in Cross-Channel Campaign Management,” was based on an online survey of 167 marketers conducted in the fourth quarter. According to the survey results, the top challenges in campaign management are coordinating communications across channels (49%), personalizing messages based on consumer behavior across channels (48%) and measuring results (43%).

The survey also found that the top delivery channels for which marketers use cross-channel campaign management tools are e-mail (84%), direct mail (66%), Web sites (55%) and call centers (48%).

When selecting a cross-channel campaign management vendor, the top factors for consideration are ease of integration (56%), total cost of ownership (38%) and ability to service the customer’s business needs (37%), marketers said.

In this article: