Multi-Channel Marketing Use Nearly Doubles

May 9, 2017

If you’re wondering whether multi-channel marketing is worth the effort to expand the number of channels you utilize and invest in deeper integration between them, (spoiler alert) it’s more than worth the effort.

According to a study released earlier this year by the Interactive Advertising Bureau (IAB) and Winterberry Group (January 2017), nearly 60% of U.S. digital marketing and media practitioners now engage in multi-channel marketing. This is up from 33% one year ago.

It’s no wonder. SailThru finds that 72% of consumers would rather connect with brands and businesses through multi-channel. In a B2C environment, multi-channel B2C campaigns see a 24% greater return on investment.  Multi-channel shoppers also spend 3x more than single channel shoppers.

Not surprisingly, marketers are increasing the number of channels they use. More than half (52%) of marketers now use 3-4 marketing channels. This is up from 44% of marketers one year earlier (DMA).

Here’s another statistic you should know—52% of multi-channel marketing professionals say they “usually” or “always” hit their financial targets! (CMO by Adobe)

Want to be among them? Here are some of the channels you should be integrating:

• Print
• Email
• Social media
• Web
• Events
• Mobile
• Out-of-home
• Video

The trick isn’t simply using more channels, and it’s not about volume.

It’s about strategy.

It’s about integrating the right channels at the right time to reach the right prospects on the channels they use most.

This can be daunting, especially if you have limited resources to invest. The good news is that you don’t have to go it alone. Let us help you navigate the multichannel world and create campaigns that use the right mix of channels for your products, target audience, and marketing goals.

TO THE TOP