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Marketers Embracing Multichannel and Behavioral Strategies

by Ayaz Nanji  |  
July 17, 2013

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.

Below, additional findings from the report, which examined marketers’ knowledge of and attitudes toward multichannel marketing, behavioral marketing, and automated marketing. It was based on a survey of 157 marketing professionals at the manager level and above who focus their efforts on the United States.

Technology Adoption

  • Some 40% of survey respondents reported that they were "somewhat aggressive or at the forefront" of technology adoption. Another 32% said they adopt technology in sync with wider marketplace adoption. Only 18% said they typically lag behind the mainstream in their adoption of technology.
  • Small and medium-sized businesses are increasingly embracing technology, and now invest in marketing software technologies and services at similar levels as larger companies.

B2B vs. B2C

  • B2C marketers reported a higher level of automation in all but one marketing automation category than their B2B counterparts.
  • B2C marketers also have a better relationship with their IT support: 56% reported having an "excellent or good" relationship with IT, versus 46% of B2B marketers.
  • B2C marketers are using social media management technology far more than their B2B counterparts (83% versus 57%).
  • One area where B2B marketers are more heavily invested than B2C marketers is in lead management systems.

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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

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  • by Gracious Store Sun Jul 21, 2013 via web

    Thanks for sharing the findings of your survey on how businesses interact with mutichannel marketing strategies

  • by Email Monks Mon Sep 2, 2013 via web

    Nicely observed Ayaz ! Multi-channel marketing helps to generate brand advocates across the channels, develop customer intelligence and adapt to the behavioral profiling. Email Marketers too have started using multi-channel list segmentation for developing a better connect with prospects and brand advocates across different channels and reach them with a personalized communication.

  • by Akshita Mon Dec 30, 2013 via web

    This was an insightful report Ayaz.
    Clearly marketers haven't caught up to the need for behavioral marketing yet. Once they do, what lies ahead of them is enhanced targeting and better results. However, the one crucial aspect they have to get right is the analytics set up which is essentially the bedrock of the marketing approach.
    Read an article along the same lines here

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