Cross-channel marketing 'may benefit lead generation'

Marketers are beginning to understand the importance of cross-channel marketing, a new study has suggested.

According to research by digital advertising firm Eyeblaster, over two-thirds of companies are now utilising such advertising campaigns, something that may be of interest to those looking for ways to improve their lead generation strategy.

However, the study, which was carried out in partnership with TNS, also showed that there are a number of issues that must be overcome before a cross-channel marketing initiative can be successful, with almost half (44 per cent) stating that the lack of an ability to measure their return on investment is a hindrance.

And 37 per cent of respondents stated that a shortage of case studies to use as guidance is also a problem.

"This study proves interest in cross channel and confirms that cross channel integration is a high priority for marketers," chief executive officer and co-founder of Eyeblaster Gal Trifon explained.

His comments were supported by Don Ryan of TNS, who stated that the previous practice of using just one channel for advertising and customer responses are "behind us".

Earlier this month, Top Rank Blog suggested that websites that are "social media friendly" may be useful for companies hoping to improve their lead generation, as they enable users to share content between each other.

Written by Julian Poulter and Copyright "Selling People 2009"