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?
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