Survey: Buyers Are Multi-Channel — Are You?

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.

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

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.