Critical multichannel, print, and other stats you need to know

By | September 16, 2016

Looking for some stats on multichannel marketing, the value of print, and mobile marketing to throw into presentations, pepper your client conversations, or include in your print marketing or e-newsletters? Here are some interesting data I’ve run across recently that you might find useful.


  • Omnichannel shoppers have a 30% higher lifetime value than those who shop using only one channel. (Google)
  • 90% of customers expect consistent interactions across channels. (DM News)
  • Brands can increase their ROI by 19% just by going from one channel to two, and up to 35% when using 5 different channels. (Statista)

Despite these numbers, Direct Marketing News reports that 55% of companies have yet to put a cross-channel strategy in place.


  • 79% of consumers indicated that they preferred reading on paper vs. reading on screen. (Two Sides)
  • 90% of students prefer hard copy for schoolwork; this rises to 92% for longer texts (Educause)
  • Direct mail requires 21% less cognitive effort to process than digital information, making it easier to process and understand. (Canada Post / True Impact)
  • Print results in higher brand recall. When asked to cite the brand of an ad they had just seen, in a study conducted by Canada Post / True Impact, recall was 70% higher among participants who were exposed to a direct mail piece (75%) than to a digital ad (44%).
  • Readers are less distracted in print. Only 1% are likely to multitask when reading print, compared to 90% who multitask while reading digital channels. (Words On Screen: The Fate of Reading in a Digital World)

Direct mail

  • Nearly one-third of marketers’ media spending (29%) remains on direct mail. (Winterberry Group)
  • Target Marketing’s 2016 Media Usage Survey reports similar results — 28.5% of media budgets being spend on direct mail. 25% of respondents see their spend on direct mail increasing.
  • 58% of marketers are using direct mail for customer acquisition and 55% are using it for customer retention. (Target Marketing)
  • 47% of marketers say they will increase or maintain their direct mail spend in 2016; 14% plan to increase it and 33% plan to maintain it. (Statista)

Video marketing

  • 65% of executives visit a marketers’ website after having watched a video. (Forbes)
  • Using video on web pages increases conversion by 80%. (Unbounce)
  • 60% of marketers plan to increase or maintain their video marketing spend in 2016. (Statista)
  • 32% of marketers plan to increase it. (Statista)
  • Spending on online and mobile video is up 85% in the past two years. (IAB)

Social media

  • 53% of US consumers who follow brands on social media are more loyal to those brands. (Comperemedia)
  • 78% of people say that companies’ social media posts influence their buying decisions. (Comperemedia)

Put all of these stats together and what do you get? We live in a multichannel world, and one that includes both digital and hard copy channels. MSPs need to be prepared to talk to their clients about how these channels need to work together, and how digital doesn’t supplant hard copy and why.  Data are powerful, and they tell an objective story that is hard to argue. Know your data, and be prepared to put it in front of your customers and prospects.

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2 thoughts on “Critical multichannel, print, and other stats you need to know

  1. Nilanjan Sur

    Hi Heidi,
    Thanks a lot for this great post….I have a few thoughts and queries though.
    #1. Long time back, I used to provide on-demand printed manuals to Airline pilots….majority of them had actually confessed that they retain and reference better through the hard copy versions than their laptops at the cockpit!
    Switching off the hard copy manuals in the airlines all together…..may have its own peril!
    #2. Is there any specific difference between “multi-channel”, “cross media”, “omni-channel”, “CCM”? Could these terms be used interchangeably? Would like to have your perspective.
    #3. Do you have any greater information on multi-channel adoption rate/key numbers here in the Canadian market?
    #4. Embedding video clips and making interactive statements/invoices would capture readers’ attention and help deeper engagement. There are some vendors trying to add these functionalities in their CCM offering.
    #5. Could I share your post in my Linked In?
    Nilanjan (Sur)
    I have recently moved here in Toronto…carrying years of “customer success” experience in transaction/VDP/G. Communication space specializing in Trans-Promo or should I say “CCM” in association with Xerox, Canon and myriads of their strategic partners.

  2. Heidi Tolliver-Walker Post author

    Thanks, Nilajan! I’m sorry for the delay in responding. Somehow, I missed your comment and apologize.

    There is a ton of data out there now on the value of hard copy for absorbing and retaining information, especially when it comes to details. The brain simply has a different response to hard copy than it does to digital. Researchers aren’t sure whether it’s how information is embedded or what, but it’s there.

    As for the differences in multichannel, cross-channel, etc., here is my take.

    Cross-channel refers to moving people from one channel to another. Personalized URLs on direct mail are good examples. By scanning a QR Code with embedded personalized URL or typing in the link, you are moving from one channel (mail) to another (mobile). The campaign has moved you across channels.

    Multichannel generally refers to integrating multiple channels in an integrated campaign. A brand might send out targeted direct mail, TV, and social media advertising designed for different individual audiences but designed to support a common marketing goal.

    Omnichannel is increasingly being used to refer to integrating online and offline marketing so that whether you order online, over the phone, or in-store, you get the same experience. We see a lot of emphasis on e-commerce experience and product fulfillment as part of this. Omnichannel includes the larger ordering and logistical components. But it also incorporates the data from customers’ shopping activities, whether online or brick-and-mortar, back into the marketing sphere, as well.

    Don’t have anything specific to the Canadian market, sorry.

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