Experian Marketing Services, a global provider of integrated consumer insight and targeting, data quality and cross-channel marketing, today announced the release of The 2014 Digital Marketer: Benchmark and Trend Report, the marketing industry’s go-to resource, now in its sixth year, for key industry benchmarks, consumer insights and data. In addition to benchmark and trend data, the 2014 edition features the results of a new cross-channel marketing survey conducted by Experian Marketing Services in more than 20 countries throughout Europe, North America and Asia. According to its results, the survey shows that 80 percent of marketers plan to run cross-channel marketing campaigns in 2014 and more than half of marketers plan to integrate their marketing campaigns across four or more different channels.
“This is the year in which marketers move beyond being creative brand managers and invest in the technologies, the tools and the people necessary to make real, cross-channel interactions happen,” said Ashley Johnston, senior vice president, global marketing, Experian Marketing Services. “In today’s world, consumers are seamlessly transitioning between various devices and channels. Marketers need to understand how best to communicate with their customers through these channels to provide a relevant and personal experience for those customers. The 2014 Digital Marketer provides recent, actionable data to help marketers better formulate those seamless interactions and evolve their campaign strategies to connect with their customers.”
Survey results from throughout the 2014 Digital Marketer featured key findings, including:
• Only 28 percent of marketers work on teams that are integrated fully. The majority of marketers work on teams that are organized by marketing channel or somewhat integrated.
• Marketers with fully integrated teams cite budget and understanding customer behavior as their primary barriers to cross-channel marketing. However, one in five marketers from integrated teams still cite organizational structural as a top barrier.
• Sixty-one percent of marketing leaders cite collecting and managing data as a top business challenge.
• Thirty-three percent of marketers cite linkage, or no single customer view, as a leading barrier to cross-channel marketing.
The 2014 Digital Marketer: Benchmark and Trend Report addresses key consumer trends and digital marketing tactics, providing suggestions for ways brands should best employ technology, data and insights to engage consumers and meet their financial goals.
The 2014 Digital Marketer: Benchmark and Trend Report is available via a free download at http://ex.pn/PpijOx.