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2018 Multichannel Marketing Effectiveness Report Findings

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Summary of new research into how multichannel and integrated marketing (across digital and non-digital channels) impacts campaign effectiveness

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2018 Multichannel Marketing Effectiveness Report Findings

  1. 1. A One-of-a-Kind Customer Engagement Summit 2018 Multichannel Marketing Effectiveness Report Findings Matt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing Your Picture Goes Here
  2. 2. Executive Summary • Multichannel beats omnichannel • Online + offline beats online-only and offline-only • Integrated, orchestrated campaigns are key • The bigger the company, the bigger the impact
  3. 3. Methodology
  4. 4. Types of marketing used 40.4% 53.2% 44.7%
  5. 5. Marketing integration 31.9%
  6. 6. Current level of integration of marketing efforts
  7. 7. Likelihood of diversification 66% 27.7%
  8. 8. Pressure to meet/exceed goals
  9. 9. Competitive actions increasing pressure
  10. 10. Marketing Effectiveness
  11. 11. Multichannel budget allocation 20% 13%
  12. 12. Channel usage vs. effectiveness (digital) 12.6% 47.4%
  13. 13. Channel usage vs. effectiveness (non-digital)
  14. 14. Non-digital channels driving highest effectiveness
  15. 15. Considered adding direct mail as a marketing channel 76.9%
  16. 16. What does it mean for YOUR 2018? • Prioritize integration • Prioritize channel diversity WITH orchestration • Focus on target acquisition cost, not just CPL • Integrate sales channels as well
  17. 17. A One-of-a-Kind Customer Engagement Summit Thank You!

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