55% of marketers do not use cross-channel strategies

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Article updated 3 years ago by NewsMDirector
cross-channel strategies

More than half of CMOs are not using cross-channel strategies, according to research conducted by The CMO Club and Rakuten.

Of the 120+ marketing leaders in B2B and B2C organizations, 29% plan to implement a cross-channel strategy within 6-12 months, while 26% have no plans to implement cross-channel strategies.

All this despite the fact that it has been shown that marketing actions that take into account cross-channel strategies obtain a competitive advantage that allows them to obtain better results than other marketing actions.

Only 11% take advantage of cross-channel strategies
The study, called “ Omni What? Demystifying Omnichannel Marketing to Create a costa rica whatsapp phone numbers Winning Strategy for CMOs ,” focuses on the use of cross-channel strategies, also known as omni-channel or integrated marketing.

The study highlights that only 11% of CMOs use what they call sophisticated implementations that take advantage of the interrelationship between channels regardless of whether they are online or offline .

Other data shown in the study are:

64% of CMOs identify the lack of resources and investment to execute cross-channel strategies as their main challenge.
The usual department-based budget structure complicates the cross-channel approach.
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