Infographic: Spice Up Your Marketing Mix

Share this article:

Multichannel marketing is a lot like cooking. It requires trial and error, and each company has its own acquired taste. But consumers have a broad palate when it comes to devices. According to “The Mobile & Cross-Device Study” by ValueClick Media and Greystripe, the average American uses three or more devices to access the Web. Hence, marketers need to integrate their channels, rather than serve them à la carte, to satisfy consumers' tastes.

But cooking up new multichannel strategies doesn't scare marketers. In fact, 77% of marketers surveyed deem cross-device targeting as important, and 89% say targeting the same user across different devices is critical. Likewise, 75% of media buyers say they've seen an increase in effectiveness with cross-device campaigns, according to the study. This sweet success has lead marketers to dedicate 30% of their 2013 digital media spend to cross device, compared to 24% last year.

 Cross-device marketing can leave a bittersweet taste in marketers' mouths as it creates new challenges, as well as new opportunities. According to the study, 42% of marketers say tracking and reporting complexities hinder them from greater cross-device advertising, and 28% say managing mobile, online, and tablet marketing as separate budgets creates an obstacle. In addition, 30% blame a lack of credibility in methodologies that connect devices as a barrier to better cross-channel advertising.

Despite the obstacles, marketers are willing to stand the heat to get a taste of cross-channel success. According to the study, 52% of marketers say cross-device advertising optimizes the performance of the entire media budget. Fifty percent add that cross-device advertising expands campaign reach, and another 50% say that cross-device advertising is cost efficient.

We know you love infographics. Check out some more Direct Marketing News originals. 

Share this article:
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Wine.com Uncorks New Digital Marketing Opportunities

Wine.com Uncorks New Digital Marketing Opportunities

The online wine retailer's strategy incorporates different flavors and depths.

93% of Companies Are Ineffective at Cross-Channel Marketing

93% of Companies Are Ineffective at Cross-Channel Marketing ...

Companies point to a lack of resources as the most common reason for lackluster marketing integration, a study says.

Metal Mulisha Races Towards Customization

Metal Mulisha Races Towards Customization

The motocross apparel company boosts mobile and Web conversions through product recommendations and personalized search.