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MIND THE MARKETING GAPSMany marketers believe they fully understand the potency of the customer’s journey—but the findings of
the third annual Cross-Channel Marketing Report would suggest otherwise...
interact with brands
has changed forever.
Whether accessing your marketing via
wearable technology during a commute
or in the evening on a tablet, consumers
expect to be able to access your content
whenever and wherever they are.
… many marketers are still
struggling to create a seamless
and consistent experience
for consumers across all their
But as Oracle Marketing Cloud’s third annual
Cross-Channel Marketing Report reveals…
This leaves ROI-threatening gaps in their marketing
strategies and failing to break down interdepartmental
silos – all while revealing a fundamental
misunderstanding of the customer’s journey.
The survey’s findings are
based on feedback from nearly
1,000 digital marketers and
of responding companies agree their
priority is for all key marketing activities
to be integrated across channels.
say they ‘understand customer
journeys and adapt the channel
of companies have ‘cross-functional/cross-silo
teams to facilitate integrated marketing’.
Most worryingly, only…
have ‘measured the financial
results of conducting
cross-channel or integrated
… while a mere…
1. Ensuring you have a clearly defined strategy in place.
2. Creating a silo-busting team that promotes and coordinates
individualised customer experiences across all channels.
3. Putting processes in place that allow you to measure ROI.
Fill the gap by…
DANGER!With no ROI measuring facilities in place, marketers run the
risk of the C-Suite reducing marketing budgets and crippling
cross-channel marketing strategies in the process.
of client-side respondents say their
organisations are ‘very much set up
to deliver effectively orchestrated
cross-channel marketing activities’…
state they are set up ‘to a certain extent’.
of companies are ‘not really’ set up.
Of real concern is the finding
that 62% of organisations
believe their messaging,
execution and delivery
strategies are fragmented
across touch points.
Fill the gap by…
1. Placing the focus on testing and optimising your marketing strategy
to ensure cross-channel effectiveness.
2. Not obsessing purely on planning, design and content.
3. Ensuring that time is more evenly spent between different elements
of a campaign to achieve maximum impact across all your channels.
Top 3 Roadblocks
1. Lack of resources.
2. No clearly defined strategy.
3. Company politics/vested
of companies agree that they ‘focus
on the customer not the campaign’.
There are still companies who don’t realise that there’s been a seismic shift in marketing.
The customer is now in charge, not the marketer.
Seismic Shift, Ignored
The proportion of companies
who say they are more ‘focused
The proportion of marketers who
agree that it is ‘cheaper to retain
than acquire a customer’.
There’s more positive news when it comes to balancing the acquisition and
retention of customers:
Fill the gap by…
… remembering that research has shown:
increase in customer
of a company’s
comes from 20% of
5xThe cost to attract
compared to retaining
Ensure you have a clearly defined marketing strategy in place that maps the
Make your brand consistent and accessible to consumers across all your
Bust silos to ensure that all departments are working together seamlessly.
Ensure your marketing strategy isn’t paying lip service to the huge potential
Put processes in place that allow you to measure and show ROI – otherwise
the C-Suite could make swingeing cuts.