Although digital marketers generally rank cross-channel integration as critical to the success of various technologies and tactics, a recent survey from integrated digital marketing software provider Lyris indicates this type of integration is often lacking.

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Email Integration Widespread, Effectiveness Varies

As indicated in an infographic produced by Lyris, results of the Lyris Digital Optimizer Survey conducted in summer 2012 indicate that email-based digital marketing efforts have the highest percentage of integration with other channels and technologies, and this integration is producing varying levels of success. Email is most often integrated with list segmentation/marketing (85%) and performance reporting (82%). Success rates of these and other similar technology integration efforts (such as list hygiene, etc.) tend to be high, running more than 60% and up to 80% for list segmentation.

In terms of integration with other consumer touchpoints, email is most often integrated with social media (62%), followed by CRM data (56%) and mobile marketing (37%). Success rates are lower, peaking at 57% for CRM and only 47% for social and 40% for mobile. Lyris advises that tools are needed to more effectively integrate email across different customer touchpoints, although CMSWire believes the particularly low success rate of email-mobile integration is at least partially due to a general lack of maturity in mobile marketing efforts (see below).

Facebook, Twitter, YouTube Leading Social Marketing Channels

As expected, survey results reveal that Facebook (88%), Twitter (84%), LinkedIn (84%)  and YouTube (76%), all very popular with consumers, are the most used social marketing channels. Interestingly, corporate blog sites (70%) remain very popular even in the face of increasing consumer usage of third-party social networks. Pinterest (58%) may see increased popularity among marketers in the near future.

Facebook was overwhelmingly rated as producing the best results (69%), and also had by the far the highest percentage of respondents planning to significantly or somewhat increase spending in 2013 (51%).  Looking at success of integrating social media and email marketing efforts, communicating the same message across multiple channels (71%) and including social media-like/follow links in emails (64%) led all other forms of integration in reported success, which Lyris says indicates the importance of consistent customer experience in digital marketing. 

Mobile Least Popular Digital Marketing Channel

Despite the rapid growth of mobile device penetration among consumers, 39% of marketers did not know or did not answer about what mobile marketing tactics their company uses, indicating that mobile is the least popular digital marketing channel. Marketers who do use the mobile channel favor mobile-optimized landing pages (27%) and tracking of what mobile devices promotional emails are opened on (23%).