Report: 54% of Marketers Now Use Three or Four Different Channels for Campaigns

Marketers continue to use multiple channels to reach out to their target audiences, and new research shows that email, social media marketing, and events are leading the way.

PFL, in conjunction with Demand Metric, recently published the “State of Multichannel Marketing” report, and statistics showed that 54% of marketers use three or four different marketing channels for their campaigns. Twenty-three percent use five channels, while 14% utilize between six and nine different channels.

The most popular channel among marketers is email, with 90% of respondents stating that they utilize it in their strategy. This was followed by social media marketing (84%) and events (71%), such as webinars, tradeshows and virtual events.

Having accurate data (73%), understanding audience needs (70%) and the branding of delivered messages (58%) were all considered critical to the success of multichannel marketing campaigns.

The Need for More Accurate Marketing Data

Data hygiene has not always been a top priority for marketers, but previous research shows that it will become more of a focus in the coming months.

InsideView released its “Unlocking Revenue Performance in the New Normal” eBook, and 53% of marketers and sales professionals believe that insights into B2B customers will become clearer over the next year by shifting the focus to data integrity. This means focusing on data hygiene, cleanliness and robustness.

About 41% of respondents said that they currently perform manual data maintenance based on governance rules. Fifteen percent turn to an offline clean service one to two times per year, while 20% use a data cleansing product for ongoing data cleaning.

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Scott Stone — Scott Stone, Advertising & E-Business Manager, Cisco Eagle

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