DemandMetric and PFL have released their 2020 “State of Multichannel Marketing” report, a survey of 600 marketers on their use of multichannel marketing and coordinated marketing efforts. I love data, and while I enjoyed looking at the insights from this year’s report, what I enjoyed even more was comparing the data to the 2019 data to see how things had changed. This is the second year that the companies have paired up to conduct the research.
Marketing Channels Used
|
|
2019 |
2020 |
|
|
90% |
91% |
|
Social media |
81% |
84% |
|
Events |
73% |
71% |
|
Display ads |
60% |
56% |
|
Direct mail |
56% |
44% |
|
Search |
51% |
48% |
|
Outbound |
47% |
46% |
|
Content syndication |
35% |
34% |
Source: DemandMetric and PFL, “State of Multichannel Marketing”
The first thing that stands out to me is the drop in use of direct mail among survey respondents. While there are slight ups and downs in the use of other channels, it’s only within a point or two and likely within the margin of error. For direct mail, however, the drop is 12 percentage points, the only channel to see such a dramatic change.
Average Number of Channels Used
|
|
2019 |
2020 |
|
3 or fewer |
61% |
63% |
|
4-6 |
69% |
77% |
|
7+ |
77% |
74% |
Source: DemandMetric and PFL, “State of Multichannel Marketing”
When it comes to the average number of channels used, the numbers also stayed fairly consistent year over year. However, when viewed as a grouping, the largest increase came from marketers using 4–6 channels, where the percentage rose eight points—from 69% last year to 77% this year. Most of this increase came at the lower end (marketers using four channels), where the percentage rose from 21% to 27%.
How effective do marketers feel their multichannel campaigns have been? The percentage saying that responses are “good” rose from 60% to 65%. This shift appears to have come from those seeing their responses as “neutral.” The percentage seeing their responses as “very good,” “poor,” or “very poor” did not see significant change.
Top factors in the success of a multichannel campaign? According to respondents, it wasn’t accuracy of targeting, design and branding, channel coordination, or even personalization. It was something even simpler — data accuracy. Without accurate data, you got nuttin’. Respondents clearly understood that.
Which Audiences Are You Trying to Reach?
|
C-Suite/executive |
55% |
|
End user |
49% |
|
Technical |
37% |
|
Sales/marketing |
32% |
|
Financial/purchasing |
30% |
Source: DemandMetric and PFL, “State of Multichannel Marketing”
Who are respondents trying to reach with their multichannel campaigns? Primarily C-Suite/executives, as well as end users. Far fewer marketers are using multichannel campaigns to reach more targeted audiences.
Effectiveness Rating for Reaching C-Suite by Channel
|
Direct mail |
75% |
|
Events (webinars, virtual events, trade shows, etc.) |
71% |
|
|
56% |
|
Outbound (BDR/SDR) |
50% |
|
Content syndication |
49% |
Source: DemandMetric and PFL, “State of Multichannel Marketing”
The top channel for reaching the C-Suite? Direct mail...but don’t over-saturate. The best approach to reaching the C-Suite, especially with multichannel touches, respondents say, is triggered messaging based on the specific needs of this audience within a target account.
“Effective” or “Very Effective” at Reaching Target Audience by Channel
|
|
2019 |
2020 |
|
Events |
83% |
82% |
|
Direct mail (integrated, branded, personalized with data) |
78% |
82% |
|
Outbound BDR/SDR |
71% |
71% |
|
|
68% |
70% |
|
Direct mail |
61% |
69% |
|
Consent syndication |
63% |
67% |
|
Display advertising/remarketing |
63% |
63% |
|
Search marketing/PPC |
73% |
63% |
|
Social media marketing |
55% |
58% |
Source: DemandMetric and PFL, “State of Multichannel Marketing”
When it comes to reaching a specific audience (whether the C-Suite or not), 69% of respondents cite direct mail as “effective” or “very effective,” up from 61% last year. While direct mail was not seen as the most effective channel (this designation went to event marketing), this was the largest YOY change of any channel (and fortunately, it’s a positive change).
The most effective type of direct mail? Dimensional, which is not surprising considering its “wow” factor and ability to stand out in the mail stack.
The survey includes lots of other great insights, such those on direct mail and multichannel campaign integration, integration and level of personalization, and level of data and integration.
But perhaps the one statistic that is the biggest takeaway was kept as the closer: Response rates to multichannel campaigns with direct mail are higher than those without. When asked, “Overall, how do you rate the response rates to your multichannel campaigns?” 78% of respondents said “good” or “very good,” a 26% increase from the 65% who gave this answer last year. The percent saying responses were “very good” nearly tripled, from 3% last year to 8% this year.
If you’re feeling a little down in the dumps with all of the challenges facing the industry, our businesses, and our employees right now, check out the report. It’s nice to have a little good news once in a while.
