• by Ray Schultz , January 16, 2023

Companies are relying too much on third-party channels like social media and digital advertising. 

Email, mobile and direct mail, while less popular, are better sources of first-party data easier to use without reliance on third-party data, according to The Omnichannel Difference, a study from Emarsys, conducted by Forrester Consulting.

For single marketing campaigns, brands use these channels:

• Online video/audio advertising — 64%
• Social media platforms — 43% 
• Mobile (in-app, push, etc.) — 38%
• Email — 26% 
• Direct mail — 25%
• Telemarketing — 25%
• In-store (advertising, merchandising) — 23%
• Paid search — 17%
• SMS — 17% 
• OTT Chat apps — 12%

The study separates brands into two categories: high maturity (customer obsessed) and low-maturity (non-customer obsessed). Only 15% fall into the high maturity segment, although 58% say they understand what it means to be customer obsessed. 

The two types of companies differ in their goals and approaches. 

Of the non-CO companies, 45% say improving the customer experience will be a top business priority over the next 12 months, compared to 67% of the CO brands. 

Similarly, 45% of the non-CO firms seek to grow revenue, compared to 66% of the CO companies. 

Another 41% of the non-CO outfits will strive to improve their products/services. But 68% of the CO organizations will do so. 

More impressively, 74% of CO brands hope to improve their ability to innovate, while only 35% of non-COO companies will follow suit. 

Firms that use email, direct mail, and loyalty programs rather than broad-based acquisition methods should  “continue with this due to concerns about a looming recession.” 

The study advises: “Stand out from other companies that also want to leverage the cost-effectiveness of email marketing by using context to create more dynamic, customized communications.”