Digital Marketers Need More Centralized IT

Digital Marketers Need More Centralized IT

80% of digital marketers anticipate running cross-channel campaigns in 2014, and 60% of digital marketers intend to integrate within no less than four separate channels in 2014.

E-mail: 99%, Social media: 98%, The web: 96%

Facebook: 93%, Twitter: 88%, Pinterest: 64%, YouTube: 50%, Instagram: 39%

39% of digital marketers say their company’s current tech is the top barrier to cross-channel marketing—the top barrier listed.

Organizational structure: 38%, Budget: 38%, Lack of single customer view: 33%, Lack of customer-behavior understanding: 30%

Only 28% of marketers work on teams that are fully integrated, and most work on teams that are organized by channel or are only somewhat integrated.

Collecting and managing structured and unstructured data: 61%, Having the right systems to effectively create and manage customer interactions: 48%, Tracing and measuring the effectiveness of integrated campaigns: 44%

Human error: 59%, Lack of communication among departments: 31%, Inadequate data strategy: 24%

Only 30% of digital marketers say their data is managed centrally by a single director. The majority say that, while some centralization exists, many departments adopt their own strategy.

Only one-fifth say they have the ability to link offline data, such as phone numbers and addresses, with online identities very well, and 14% don’t link these two data sets at all.