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Brands Derive Tactical and Strategic Gains From Integrated Marketing

August 9, 2012
  |  18,977 views

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.

Technology Adoption

Mature multichannel marketers tend to aggressively adopt technology, and work in close partnership with their technology teams.


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  • by Rishi Thu Aug 9, 2012 via web

    I find that retail companies have a much better hold of integrated marketing than tech/digital companies when it comes to advertising through online and offline channels. Tech/digital companies spend way too many resources strictly focusing on online marketing that they forget the importance of making an offline connection with their audience. But then again, that depends on whether their business model depends on direct response or not.

    Get access to all our marketing cheat sheets including "Social, Local and Mobile Strategies" at http://mdv.to/NmISj3

  • by Kimberly M - Sitecore Thu Aug 9, 2012 via web

    To download the full Forrester Report "The Multichannel Maturity Mandate" you can go to: http://www.sitecore.net/Resources/whitepapers/Forrester-Multichannel-Maturi...

  • by Emily Griebel Tue Oct 16, 2012 via web

    We're a firm believer in the integrated marketing approach, so I'm happy to see studies like these emerging. We take it one step further with our clients urging them to integrate across all aspects of the organization, not just the marketing department. We see the keys to integration as consistency, continuity, perseverance and patience. Integration is hard but well worth it.

    --Emily Griebel, Integration Architect
    McKee Wallwork Cleveland
    @MWCemily

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