Content Marketing Blog

Lack of strategy barrier to implementing ‘effective’ cross-channel marketing

The role of the digital marketing specialist is an increasingly important one for companies, as consumer purchasing decisions are influenced more and more by social media and other online content.

A coordinated content strategy across multiple channels, including platforms such as Facebook, Twitter and Pinterest, has become essential in order to reach consumers in the right places, at the right time.

A recent report from Econsultancy and Experian Marketing Services reveals that over half of Australian companies (57 per cent) believe a lack of strategy is the main barrier to achieving effective cross-channel marketing.

The Australian Cross-Channel Marketing Report is based on a survey of 200 Australian businesses, assessing each's investment in and use of cross-channel marketing tactics.

Lack of knowledge or experience (42 per cent) was identified as the second-biggest barrier, followed by lack of budget (38 per cent).

The report also looked into how these companies planned to overcome these barriers over the next 12 months. Almost two-thirds (61 per cent) of respondents said they planned to upskill their marketing team or provide internal education.

A good content strategy is especially important for Australian companies, as new research from Frost & Sullivan reveals that the online shopping market is expected to account for seven per cent of total retail sales this year.

Frost & Sullivan's latest research, Australian and New Zealand Online Shopping Market 2013, is based on an annual survey of 1,000 Australian online shoppers.

The report says that today's consumers demand an 'omni-channel shopping experience' from retailers. This is the use of multiple channels such as social media, online and physical stores, product comparison sites, general web searches and emails.

Frost & Sullivan senior research manager for Australia and New Zealand ICT Practice Phil Harpur said that as this concept of omni-channel retailing grows, online retailing will be regarded as an "integral part" of the overall shopping experience.

"By collecting and analysing online data, online retailers can make the online shopping experience personal, strengthening relationships with the customer by delivering customer preferences in real time, which can increase repeat sales," Mr Harpur said.

Posted by April Revake.