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Study: Managing campaign execution top cross-channel challenge for marketers

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Indianapolis—More than one-third of marketers (35%) said managing campaign execution across multiple marketing technologies is their top challenge when it comes to cross-channel marketing, according to a report by ExactTarget. The report, “The Key to Successful Cross-Channel Marketing,” was based on an online survey of 211 U.S. marketers conducted in October by Forrester Consulting for ExactTarget. The second greatest challenge for respondents was understanding customer interactions across channels (33%), while the third was controlling marketing project budgets that are dependent on IT collaboration (25%). When asked where their current marketing technologies fall short, the top responses were cross-channel analytics (51%), measurement of key performance indicators (44%), getting a unified customer view (42%) and reporting access and flexibility (38%).
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