IAB: 'Omnichannel' marketing on the rise

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New York—With the rise of new technologies and multiscreen marketing, the advertising industry is beginning to embrace an “omnichannel” approach, according to a study by the Interactive Advertising Bureau. IAB's study, “Taking Cues From the Customer: "Omnichannel' and the Drive for Audience Engagement,” carried out with the Winterberry Group, is based on an online and telephone survey in March-May of 121 marketers and publishing and agency executives. Of those, 82.4% said they intend to invest in coordinated campaigns across broadcast and print media, PR, direct marketing and multiple digital screens. However, factors that still inhibit a more omnichannel approach to marketing included lack of appropriate technology, cited by 58% of respondents, followed by marketing operations challenges (47%), lack of optimized media options (47%), lack of an internal owner of multichannel approaches (40%) and insufficient in-house talent (37%).
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