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Brand marketers fail to integrate online and offline campaigns

Brand marketers fail to integrate online and offline campaigns

Brand marketers are not integrating online and offline campaigns effectively, and don’t have the tools to measure the impact of cross-channel campaigns.

 This is the finding of Forrester Consulting in a study commissioned by Efficient Frontier, a leading global online performance marketing company. The study, designed to examine the challenges marketers face in managing cross channel campaigns, and integrating search and display advertising campaigns.

Among the key findings:

• Marketers are using rudimentary techniques for channel integration. Surprisingly, most respondents use spreadsheets to track and integrate their campaigns, demonstrating that even the most sophisticated advertisers are not taking advantage of advanced optimization techniques to improve their campaigns.

• Majority of respondents claimed their present tools for measurement and managing cross-channel processes fell short of expectations. Only five percent of those surveyed were very satisfied with their existing tools for managing display and search advertising campaigns together.

• Marketers cite that the biggest barrier to integration is the difficulty in proper measurement. Marketers do not know how to systematically measure and optimize and see a need for a management platform to help them streamline the campaign measurement process.

• Search and display are the most widely used online marketing channels. More than half of the respondents have more than three years’ experience with both search and display. More than one-quarter of respondents spend 50% or more of their total marketing budget on these two channels.

“We really wanted to understand the needs and barriers for marketers using more than one online digital channel,” said David Karnstedt, President and CEO of Efficient Frontier. “This commissioned study conducted by Forrester Consulting provides some useful insights regarding the need for better online attribution and optimization in the marketplace.”

Efficient Frontier’s proprietary technology, used by advertisers and agencies worldwide, enables advertisers to secure a higher ROI for their digital advertising spend with its simple and innovative platform that manages online performance marketing in search, display and social media campaigns. The Efficient Frontier platform uses sophisticated predictive modeling as well as cross-channel analytics and simulations to enable superior bid optimization across digital marketing channels. The platform also provides specialized and scalable automation to manage clients’ accounts at the portfolio level and an easy-to-use, customizable dashboard with advanced reporting and analytics capabilities.

The Forrester study was based on a survey of more than 150 marketers about the complexities they face with cross optimization.

To download the full study, please go to

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