Managing multiple marketing campaigns across channels is a complex task: 49% of marketers who use cross-channel campaign management (CCCM) applications say coordinating communications across channels is the top challenge they expect to face in the next two years, followed by 48% who cite personalizing messages based on consumer behavior, according to a survey from Forrester.

Even with CCCM solutions in place, 43% of marketers say, measuring results is a key challenge; 35% also cite integrating traditional marketing with social channels.

Below, other findings from Forrester's Q3 2009 Global Cross-Channel Campaign Management Customer Online Survey.

Email is the most widely used feature of CCCM solutions: 84% of marketers say they use their CCCM solution to support the delivery of email messages, while 66% cite direct mail and 55% cite integration with websites. Just 14% cite social media.

Among the top factors considered when selecting CCCM vendors:

  • 56% of marketers cite ease of integration with other data sources and systems.
  • 38% cite total cost of ownership.
  • 37% cite the ability to service business needs.

Looking for great digital marketing data? MarketingProfs reviewed more than 200 research sources and selected 64 of the best to create the Digital Marketing Factbook a 144-page compilation of data and 110 charts, covering email marketing, search engine marketing, and social media. Also check out The State of Social Media Marketing, a 240-page original research report from MarketingProfs.

CCCM incumbents are hard to displace: Over 40% of marketers say they have stayed with the same provider for more than three years.

Though most marketers surveyed are not net promoters (i.e., they would not recommend their solution to a colleague or friend), few are inclined to switch providers. High switching costs and tight integration with vendor solutions are the top 2 reasons cited for not switching vendors.

Satisfaction levels with CCCM solutions are mixed. Overall, the highest levels of dissatisfaction are with contact optimization, online/offline integration, and inbound/outbound integration.

About the data: Findings are from Forrester's Q3 2009 Global Cross-Channel Campaign Management Forrester Wave Customer Online Survey, fielded to 167 marketers and others who are clients of the CCCM vendors included in the Forrester Wave evaluation of cross-channel campaign management. The survey was conducted from August to September 2009. 

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Top Cross-Channel Marketing Challenge: Coordinating Communications

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