Survey: Buyers Are Multi-Channel — Are You?

By on July 2nd, 2013

We talk about multi-channel marketing in this industry, but it needs to go beyond print and follow-up email with a PURL thrown in for good measure. PSPs should be leading their customers in more sophisticated, complex multi-channel programs. Right now, it’s often the other way around.

According to new data from Silverpop and Forrester Consulting, 64% of marketers (out of 157 marketers surveyed) see themselves as either “mature” or “transitioning” multi-channel marketers.

Marketing Organization Stance Toward Behavioral and MultiChannel Marketing

% of Respondents

Attitude Behavioral  Marketing Multichannel Marketing 
Mature

17%

25%

Transitioning

34

39

Beginning transition end of 2013

18

10

Interested, but no plans

20

18

No plans, and not interested

10

7

Source: Silverpop/ForresterConsulting, May 2013

More than half (51%) of marketers also consider themselves “mature” or transitioning in behavioral marketing while most print campaigns are still focused on basic demographics.

B2C companies see themselves as further ahead than B2B marketers when it comes to implementation of these campaigns. According to the Silverpop / Forrester research:

  • B2C marketers reported a higher level of automation in all but one marketing automation category
  • More than half of the B2C marketers claimed to be “somewhat aggressive or at the forefront” of technology adoption
  • B2C marketers also have a better relationship with their IT support
Marketing Organizations “Implementing, Not Expanding” or “Expanding/upgrading Implementation; % of Respondents
Technology/Service

B2B

B2C

Web analytics tool

73%

83%

Email service provider

73

75

Web content management system

71

76

Social media engagement and monitoring

57

83

Campaign management application

55

68

Lead management system

52

46

Source: Silverpop/ForresterConsulting, May 2013

Are you leading these customers or following them?

For a copy of the complete PDF of “Up the Ante in the Year of the Customer,” click here.

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