Companies are failing to integrate email with other channels, according to Econsultancy’s Cross-Channel Marketing Report, published in association with Responsys. 

Only 29% are integrating email with direct mail, 24% with search engine marketing, 14% with display advertising and 14% with mobile marketing. 

And, while around half (49%) of companies integrate mobile into broader marketing campaigns, of these, 35% say integration is very basic. 

Most businesses are still in the early stage of developing an integrated approach to marketing, with 25% of companies saying that a lack of a clearly defined strategy was the greatest barrier to developing an integrated approach to their marketing. 

Marketers are most likely to be integrating on-site content management (44%) and search engine marketing (37%) with display advertising. 

Integrating display advertising with online channels increases conversion rates – 70% of companies integrating search engine marketing saw a rise in conversions while 55% said mobile led to an uplift. 

The report is based on a survey of more than 650 companies and agencies, carried out in April and May 2012. 

Read more about channel integration - integrating social media and email by Dave Chaffey, CEO, Smartinsights 

Posted by

Smarayda Christoforou