Marketers Frustrated by Digital Cross-Channel Chasm | From Marketing Charts
Submitted by willow on Mon, 2009-07-06 21:16.
Two-thirds (67%) of global marketing executives say they already are running digital cross-channel ad campaigns, but only 12% are integrating their cross-channel performance data - across TV, outdoor, mobile, print and online - when they plan, execute and measure these campaigns, according to a survey of worldwide marketing executives by Eyeblaster and TNS. 
The study, “The Digital Horizon: A Chasm between Expectation & Execution,” reveals that the advent of digital and other new forms of advertising have created a large gap between running a campaign on multiple channels and actually integrating those channels in a unified way. Worse, though many marketers desire better integration, they are frustrated because they can’t meet their goals using existing systems. Read the full Marketing Charts article here.