It is no secret that brands need to be active in several channels, and that they must all work together. But this is no easy task, judging by The State Of Multi-Channel Marketing, a study by Ascend2.
Of the executives polled, 67% rate their firms as somewhat successful at multichannel marketing, but only 23% say they are very good at it, or best in class. And 10% are unsuccessful.
Despite the high success rate, a mere 16% say their tech stack extensively allows them to measure multichannel initiatives across all channels. Another 52% state they can partially do it. But 22% admit they have very little capability, and 10% have none at all.
There are many challenges:
Challenges aside, the most essential elements of a successful multichannel strategy are:
The most popular channels? The respondents feel that these will contribute most to business success over the next year:
- Social media — 55%
- Website/landing pages — 43%
- Email — 34%
- Content marketing — 33%
- Video marketing—22%
- Public relations — 21%
- Events — 20%
- Influencer marketing — 19%
- Display advertising — 19%
- Account-based marketing — 16%
- Mobile/SMS — 16%
That said, 59% of the respondents feel they are in the right number of channels. But 34% feel they are not in enough. And 7% complain they have too many.
Are brands getting better at multichannel marketing? The poll shows their effectiveness is:
- Increasing significantly — 18%
- Increasing moderately — 68%
- Decreasing moderately — 11%
- Decreasing significantly — 3%
One area of improvement might be integration—33% strongly agree that integrated marketing channels enable better targeting of the right audience at the right time. In addition, 62% moderately agree, and 6% disagree, 2% strongly so.
Ascend2 and its Research Partners surveyed 372 marketers during the week of June 15 - 24, 2022. Of these, 27% are active in B2B, 45% in B2C and 28% in B2B and B2C equally. In addition, 14% are in organizations with more than 500 employees, 24% in companies with 50 to 500, and 62% in firms with fewer than 50.