Online marketers are confronted with two new problems arosen from the continuing media convergence and the complexity of communications regarding social media and influence, which additionally do come together. The results of both studies are based on interviews with marketers to define todays most challenging problems in measuring campaign success.
The first study has been conducted by Forrester Research and ExactTarget. The study „The New Campaign Management Mandate“ defined understanding cross channel communications as a major problem.
The second survey conducted by Forbes Insights and Coremetrics discusses the importance of cross channel communications under the effect of influence.