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.
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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.
