Published: 17 November 2017
Summary
Marketing leaders' multichannel maturity is advancing, but they still have unfinished business when translating customer-centric strategies into bottom-line business results. While they are chipping away at the attribution challenge, their real-time vision is falling short of real-world execution.
Included in Full Research
- Finding No. 1: Marketers' Multichannel Maturity Is Advancing
- Finding No. 2: Nearly Half of Respondents Have an Identified Multichannel Marketing Leader
- Finding No. 3: Mobile Emerges as a Dominant Channel
- Finding No. 4: Social Marketing and Digital Advertising Are the Top Investment Areas in 2017
- Finding No. 5: Cost-Effectiveness Takes Precedence Over Measurement With Channel Selection
- Finding No. 6: Multichannel Marketers Chip Away at the Attribution Challenge, Starting With Digital Channels
- Finding No. 7: Marketers' Real-Time Vision Falls Short of Their Real-World Execution
- Finding No. 8: Marketers Still Strive to Translate Customer-Centric Strategies Into Bottom-Line Business Results
- Methodology
- Definitions