Marketers who have adopted multichannel marketing practices (i.e., integrating interactions with customers across digital, social, mobile, and offline channels) are recording solid business benefits across key metrics, including shorter sales cycles and higher ROI from marketing investments, according to a report conducted by Forrester Research on behalf of Sitecore.
Moreover, such marketers are more likely to report a hardy appetite for new technologies, as well as stronger alignment with their technology departments.
Below, additional findings from the study titled "The Multichannel Maturity Mandate."
Multichannel marketing is gaining in popularity: 40% of surveyed marketers assess themselves as mature practitioners of multichannel marketing, 40% are in transition to the approach, and only 5% have no plans to implement multichannel marketing.
Such mature practitioners of multichannel marketing are improving tactical results which, in turn, are driving strategic outcomes:
- 48% have increased impressions more than 15%.
- 43% say they've gained more than 15% in customer satisfaction scores.
- 40% are generating more than a 15% improvement in marketing-attributed revenues.
- 24% report a 15% reduction in average sales cycle length.
- 34% report more than a 15% increase in return on marketing investment.
Mature multichannel marketers tend to aggressively adopt technology, and work in close partnership with their technology teams.