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.

About the research: The report was based on a survey of 157 marketing professionals at the manager level and above who focus their marketing efforts on the United States. The study was conducted in March and April 2013.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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