Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Print 2017     Production Inkjet Tools & Resources     Industrial Print Analysis     European Coverage     Conversations on Print Podcast

Commentary & Analysis

Digital Channels Showing Highest Growth: But What About Integration?

What is the current state of marketing? A just-released survey from Salesforce provides insights into digital channel growth, along with the current state of integration. The takeaway for MSPs? If you haven’t invested in marketing automation, it’s time to take a closer look.

By Heidi Tolliver-Walker
Published: September 8, 2017

What is the current state of marketing? A just-released survey from Salesforce gives us some insights. There are two charts that caught my eye that I want to share here.

The survey, which is based on results from 3,500 marketers around the world, doesn't cover direct mail or other traditional channels. But the question about channel growth is relevant to MSPs integrating direct mail with digital channels.

When respondents were asked about which digital channels are growing the most, here is what they said:

Channel Growth Over Two-Year Period (2015-2017)

 

B2B

B2C

Video advertising

204%

141%

SMS/text messaging

197%

106%

Mobile apps

161%

103%

Native advertising/sponsored content

147%

92%

Advertising on social platforms

130%

81%

(How many of these channels are you helping your clients integrate into their direct mail/multichannel marketing programs? Are there any you’ve been avoiding or conveniently overlooking? Don’t!)

As we might expect, “high performing marketers” (defined as those indicating a high level of satisfaction and confidence in their marketing efforts) are more likely than “underperformers” to heavily coordinate across channels. In fact, they are 12.8x more likely to do so. Clearly, coordinating marketing channels makes a difference.

Volume of Channel Coordination by Performance Level

 

 Heavy Coordination

Moderate coordination

Minimal coordination

High Performers

43%

47%

11%

Moderate Performers

16%

69%

15%

Under Performers

3%

58%

38%

But as the report points out, such coordination is easier said than done. In an ideal world, the goal is to evolve a message throughout the customer journey. However, only about one-quarter of marketers responding to the survey actually do so. Most say that about half (51%) of their messages are “identical broadcasts from one channel to the next.” 

High performers are twice as likely as underperformers to evolve messages across channels, but still, only 43% do.

True multichannel, customer-centric marketing that takes into consideration the customer journey isn’t easy, even for the biggest and best. The question for everyone else is, “How do we get as close as possible?”

The answer is going to require technology—good technology that uses artificial intelligence and automates the process in a way that human beings alone cannot do.

It’s a good thing we’re on the cusp of Print 17. Marketing automation, anyone?

Heidi Tolliver-Walker Heidi is an industry analyst specializing in digital, one-to-one, personalized URL, and Web-to-print applications. Her Marketer’s Primer Series, availalbe through Digital Printing Reports, includes “Digital Printing: Transforming Business and Marketing Models,” 1:1 (Personalized) Printing: Boosting Profits Through Relevance,” “Personalized URLs: Beyond the Hype,” and “Web-to-Print: Transforming Document Management and Marketing.”

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2017 WhatTheyThink. All Rights Reserved