Forrester report looks at cross-channel campaign management

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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.

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