Barriers to integration
Cross-channel is generally defined as campaigns that "communicate" across multiple media channels (i.e., online, TV, print, mobile, etc.). This is different from having a simultaneous message broadcast through multiple media channels, which, at a high level, is how most campaigns are run. Cross-channel integration, therefore, is the holistic management and measurement of these concurrent campaigns across these channels and the impact each channel has upon another -- thus, a real challenge for marketers.
Today, marketers indicate they are already running cross-channel campaigns. A recent Eyeblaster survey polled 400 senior marketing executives and found that 22 percent believe all their campaigns are cross-channel. Meanwhile, 45 percent sometimes run multi-channel campaigns, but are seeing it happen more often, and 18 percent see the inherent benefits, but are not running cross-channel campaigns.
Although marketers are already running cross-channel campaigns and/or show desire to, there is a gap between the rollout of these campaigns and their measurement and true implementation. In a recent study, only 12 percent of marketers actually integrate performance data across multiple channels. Their major barriers to cross-channel success are:
- Lack of suitable metrics to measure impact
- Lack of case studies to prove effectiveness
- Lack of confidence in the technology
Frustration levels are running high as the market sits between reality and expectations. Technology is not moving fast enough to meet advanced needs, and although the desire is there, some marketers lack a strong enough understanding of digital technology to regularly use its applications to truly integrate channels.
Cross-channel integration is uncharted territory, and until the region is mapped, many marketers will continue to go with what they know and revert back to existing techniques and siloed channels. Some agencies believe reporting across channels will only become required when the client sees the value. Others say it will come when analytics and numbers are easier to define, which seems to indicate already overburdened teams.
Steps to greater cross-channel adoption
Cross-channel advertising is about understanding the big picture. It's about seeing a concept truly mapped against identified campaign objectives and understanding how various media can work together to deliver the desired results and end goal. Modern psychology and neurophysiology have proven that the stimulation of multiple senses creates better remembrance factors, and is therefore needed to promote a more integrated approach to brand discovery.
Agencies are already making significant strides to move beyond siloed digital campaigns where search and display remain independent from one another. However, to truly claim a large stake in the ad market, take the following steps to cross-channel adoption.
Step 1: See the big picture. To implement strategies and revise media plans to reflect the way consumers engage with products, respond to brand messages, and react to digitally enabled media requires marketers to take a holistic, unified approach to advertising. It's critical that marketers have an understanding of each channel's role -- including online, TV, print, and mobile -- and the influence each has on the others.
Recent examples of brands utilizing such strategies to reach audiences include Pepsi's Refresh Everything campaign, where social media, banners, outdoor, and print were used to spread the refreshed brand message. Other great examples are recent Cannes award winners like Tourism Queensland's "The best job the world," and "The Great Schlep," a campaign to motivate a more mature Jewish population in Florida to vote for Obama. All are fine instances of integrated strategy.
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