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Efferian Market Services has just published its 2014 report entitled Publishers, which provides a detailed overview of how marketeers should do cross-channel mapping, collecting information and more. Over 100 pages of the report highlights surveys as well as provides step-by-step instructions on how to overcome some of the most frequent issues facing today's consumer publishers.
For many, cross-channel advertising is in the heads. Indeed, Experian figures show that 80 per cent of the world' s marketeers said they wanted to conduct cross-channel 2014 advertising campaign. Whereas cross-channel can be the goal you want to achieve, marketeers need to be able to gather information that will help them better grasp what they are doing.
Experian Research reports that leading marketing specialists have said that capturing and maintaining structural and unstructural information is their greatest challenges. Fifty three per cent of businesses used handheld techniques for cleaning up information, says Experian. Indeed, "human error" has been identified as the main cause of bad quality reporting. Experian gave the following five hints for enhancing your database in his report:
It is this first stage of collecting and manipulating information that forms the basis for a more demanding marketplace. Experian describes five stages in his report to enhance this cultivatedness: "The way you market your products: This report suggests that in today's global marketplace there is a need to maintain a "unified client view" in order to succeed: Today's consumers are devouring more and more controls over the so-called "buyer's journey", while marketeers are working harder to counter a breathtaking shift in the dynamics of dominance between brands and consumers.
As a result, companies' marketers are under increasing strain to become expert in this new customer-focused territory, to take positions in all possible channels, and not only to identify but also retain their clients in an intelligent way, leading to changes in their ideologies, organisation and technologies. Experian's full report is available here for more insights and hints.
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