A plurality of marketers and agencies believe that a clearly defined strategy is the most important factor enabling effective coordination of cross-channel marketing campaigns, details Econsultancy in a June 2012 report released in association with Responsys.28% of company marketers and 36% of agencies tabbed this factor as most important, although beyond that their responses differed. For example, while ownership and accountability was the second most-popular answer among company marketers, at 15%, only 7% of agencies cited this factor. By contrast, agencies were more likely than company marketers to indicate joined-up technology and systems (16% vs. 12%) and a single customer view (15% vs. 8%) as the single critical factor driving cross-channel effectiveness. Read the rest at MarketingCharts.
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