Multichannel marketing has become mainstream, with 25% of B2B and B2C marketers assessing themselves as mature practitioners. Another 39% of marketers are in transition, and only 7% have no plans tp implement mutichannel strategies, according to a recent report by Forrester Consulting commissioned by Silverpop.

Behavioral marketing is a slightly less mature practice. Only 17% of survey respondents assess themselves as mature practitioners of behavioral marketing, but 34% say they are in transition.

The use of behavioral marketing strategies may be on the rise, but just 45% of marketers surveyed are currently collecting customer behavioral data and consolidating it into a single, integrated database. Even among respondents who call themselves "mature behavioral marketers," only 60% consolidate behavioral data.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji