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1、Research Series Conducted in Partnership with Leading Providers of Marketing Technology and Digital Marketing Agency Services.MULTI-CHANNEL MARKETING Research Created for Marketers20233.Methodology and Participants4.Introduction5.Rating Strategic Success6.Importance of Multi-Channel Success7.Greates
2、t Challenges8.Extent of Automation9.Most Impactful Channels Overall10.Customizing Messaging Across Channels11.Channels to Connect with Prospects12.Data Challenges13.Using Data to Improve CX14.Using Data for Personalization15.About Ascend2 ResearchIN THIS REPORT.HOW TO USE THIS REPORT:TIP#1:ENGAGE YO
3、UR AUDIENCE by turning the charts and insights into your own content.TIP#2:DISCOVER STRATEGIES,TACTICS AND TRENDS that are working for fellow marketers.TIP#3:IMPROVE YOUR OWN STRATEGY by using data that is relevant to your business.This Survey Summary Report is part of a series conducted in partners
4、hip with our participating Research Partners.Please feel free to adapt,copy,distribute and transmit this work.However,you must attribute the work as produced by Ascend2 and its Research Partners,but not in any way that suggests that they endorse you or your use of the work.When you share this conten
5、t,please provide a link back to Put this content To good use!3Ascend2 benchmarks the performance of marketing strategies,tactics and the technology that drives them with a standardized online questionnaire and a proprietary 3-Minute Survey format.This survey was fielded to a panel of marketing profe
6、ssionals and marketing research subscribers.Primary Marketing ChannelB2B(Business-to-Business)25%B2C(Business-to-Consumer)49%B2B and B2C Equally26%Number of EmployeesMore than 50017%50 to 50022%Fewer than 5061%Primary role in companyOwner/Partner/C-Level55%Vice President/Director/Manager33%Non-Manag
7、ement Professional12%SURVEY RESPONDENTSMETHODOLOGYN=407 Marketing Decision-Makers4Marketers are tasked with using the right data,on the right channel,at the right time that connects with their prospective buyers.So how are marketers optimizing their multi-channel strategy to ensure the best allocati
8、on of marketing spend?To help answer this question,Ascend2 and our Research Partners fielded the Multi-Channel Marketing survey.We thank the 407 marketers who responded to this survey during the week of April 24,2023.This Survey Summary Report,titled Multi-Channel Marketing 2023,represents the opini
9、ons of all the market segments responding to the survey.Specific market segments from the survey are reported on separately and exclusively by our participating Research Partners.This research has been produced for your use.Put it to work in your own marketing strategy.Clip the charts and write abou
10、t them in your blog or post them on social media.Please share this research credited as published.Love research?Click here!MULTI-CHANNEL MARKETING 2023 JOIN OUR COMMUNITY OF MARKETERS5Multi-Channel Marketing 2023 Conducted by Ascend2 and Research Partners Published April 2023RATING STRATEGIC SUCCESS
11、Marketing across multiple channels may seem straightforward,but executing a multi-channel strategy with great success is something the vast majority of marketers are still working on.Only 17%of marketing professionals surveyed report that their multi-channel strategy is very successful,or best-in-cl
12、ass compared to competitors.VERY SUCCESSFUL(BEST-IN-CLASS)17%SOMEWHAT SUCCESSFUL76%UNSUCCESSFUL7%RATE THE SUCCESS OF YOUR MULTI-CHANNEL MARKETING STRATEGY IN ACHIEVING STRATEGIC MARKETING OBJECTIVES.6Multi-Channel Marketing 2023 Conducted by Ascend2 and Research Partners Published April 2023IMPORTAN
13、CE OF MULTI-CHANNEL SUCCESS87%of marketers surveyed say that having a cohesive multi-channel marketing strategy is important.37%of those surveyed say it is extremely important.Successfully marketing to an audience across multiple channels ensures an organization is delivery a personalized message,to
14、 the right person,at the right time.37%50%9%4%EXTREMELY IMPORTANTSOMEWHAT IMPORTANTSOMEWHAT UNIMPORTANTEXTREMELY UNIMPORTANTRATE THE IMPORTANCE OF HAVING A COHESIVE MULTI-CHANNEL MARKETING STRATEGY?7Multi-Channel Marketing 2023 Conducted by Ascend2 and Research Partners Published April 2023GREATEST
15、CHALLENGESMarketers face a wide range of challenges when working to execute a successful multi-channel marketing strategy.The most commonly reported challenge faced by marketers is creating the strategy itself according to 54%of those surveyed.Insufficient budget and resources is also a major barrie
16、r to success for half(50%)of those surveyed.11%11%21%24%38%50%54%SILOED/CONFLICTING DATADISCONNECTED TECHNOLOGY STACKINEFFECTIVE MARKETING ATTRIBUTIONDATA QUANTITYDATA QUALITYINSUFFICIENT BUDGET/RESOURCESCREATING AN EFFECTIVE STRATEGYWHAT ARE YOUR GREATEST CHALLENGES TO EXECUTING A SUCCESSFUL MULTI-
17、CHANNEL MARKETING STRATEGY?8Multi-Channel Marketing 2023 Conducted by Ascend2 and Research Partners Published April 2023EXTENT OF AUTOMATIONAutomation can help streamline customer journeys and workflows as marketers execute their multi-channel marketing strategies,but many are still not utilizing au
18、tomation to a great extent.Nearly half(45%)of marketers surveyed report that their multi-channel strategy is automated very little(23%),or not at all(22%).One-quarter(25%)say their strategy is mostly to fully automated.5%21%29%23%22%FULLYMOSTLYPARTIALLYVERY LITTLENOT AT ALLTO WHAT EXTENT IS YOUR MUL
19、TI-CHANNEL MARKETING STRATEGY AUTOMATED?9Multi-Channel Marketing 2023 Conducted by Ascend2 and Research Partners Published April 2023MOST IMPACTFUL CHANNELS OVERALLMarketing professionals surveyed point to social media and email marketing as the most impactful tactics or channels in their multi-chan
20、nel marketing strategy according to 46%and 45%of those surveyed,respectively.Digital advertising and content marketing are also considered high impact to those marketers surveyed.9%9%11%14%19%23%26%45%46%INFLUENCER MARKETINGACCOUNT-BASED MARKETING(ABM)VIDEO MARKETINGPARTNERSHIPSPUBLIC RELATIONSCONTE
21、NT MARKETINGDIGITAL ADVERTISINGEMAIL MARKETINGSOCIAL MEDIAWHICH OF THE FOLLOWING HAS THE MOST IMPACT ON YOUR MULTI-CHANNEL STRATEGY?10Multi-Channel Marketing 2023 Conducted by Ascend2 and Research Partners Published April 2023CUSTOMIZING MESSAGING ACROSS CHANNELSAs marketers execute their multi-chan
22、nel efforts,customizing messaging across channels is key in delivering a relevant and impactful customer experience.While 27%of marketers say they use the same messaging across all channels,about one-third(32%)say they tailor messaging according to the channel they use,and another 13%customize based
23、 on personas targeted.27%32%13%23%5%WE USE THE SAME MESSAGING ACROSS ALL CHANNELSWE CUSTOMIZE MESSAGING FOR EACH CHANNELWE CUSTOMIZE THE MESSAGING ON PERSONAS TARGETEDWE USE A COMBINATION OF APPROACHESOTHERWHICH BEST DESCRIBES HOW YOU TAILOR MESSAGING ACROSS DIFFERENT CHANNELS TO ENSURE CONSISTENCY
24、IN YOUR BRAND IMAGE AND VOICE?11Multi-Channel Marketing 2023 Conducted by Ascend2 and Research Partners Published April 2023CHANNELS TO CONNECT WITH PROSPECTSEmail is by far the most effective channel at connecting a brand to a prospective buyer according to 71%of marketing decision-makers surveyed.
25、Email is a channel that appeals to all business types,sizes,and industries.Ads and phone are also listed at the top of this list according to about one-third of those surveyed(34%and 33%,respectively).8%20%24%26%33%34%71%CHAT(BOT/LIVE)MAIL(PRINT)TEXTEVENTSPHONEADSEMAILWHICH OF THE FOLLOWING CHANNELS
26、 ENABLES YOU TO MOST EFFECTIVELY CONNECT WITH YOUR PROSPECTIVE BUYERS?12Multi-Channel Marketing 2023 Conducted by Ascend2 and Research Partners Published April 2023DATA CHALLENGESMarketers report that they are facing a lack of resources and expertise in data analysis when collecting and analyzing da
27、ta for their multi-channel marketing efforts.Difficulty in tracking and consolidating data from different sources as well as a lack of an overall data strategy are also listed as top challenges faced when collecting the data used to fuel multi-channel efforts.31%31%34%34%41%WHAT CHALLENGES HAVE YOU
28、FACED IN COLLECTING AND ANALYZING DATA FOR YOUR MULTI-CHANNEL MARKETING EFFORTS?LACK OF RESOURCES OR EXPERTISE IN DATA ANALYSIS DIFFICULTY IN TRACKING AND CONSOLIDATING DATA FROM DIFFERENT SOURCES LACK OF AN OVERALL DATA STRATEGY CONCERNS ABOUT DATA PRIVACY AND SECURITY INCOMPLETE OR INACCURATE DATA
29、13Multi-Channel Marketing 2023 Conducted by Ascend2 and Research Partners Published April 2023USING DATA TO IMPROVE CXThere is plenty of room for improvement when it comes to utilizing data across multiple channels for a consistent customer experience with only 19%of marketers reporting that they ca
30、n do so to a great extent.Another 58%say they somewhat agree that their organization is able to do so leaving nearly one-quarter(23%)who say they disagree that their organization has this ability.19%58%17%6%STRONGLY AGREESOMEWHAT AGREESOMEWHAT DISAGREESTRONGLY DISAGREEMY ORGANIZATION IS ABLE TO UTIL
31、IZE DATA ACROSS MULTIPLE CHANNELSFOR A CONSISTENT CUSTOMER EXPERIENCE.14Multi-Channel Marketing 2023 Conducted by Ascend2 and Research Partners Published April 2023USING DATA FOR PERSONALIZATIONNearly half(47%)of marketers surveyed report that in an effort to create a personalized experience for cus
32、tomers,they use data to segment their audience and create targeted marketing campaigns across multiple channels.43%say they use data to personalize website content and messaging and 40%use data to create personalized email campaigns to customers.47%43%40%40%WE USE DATA TO SEGMENT OUR AUDIENCE AND CR
33、EATE TARGETED MARKETING CAMPAIGNSWE USE DATA TO PERSONALIZE WEBSITE CONTENT AND MESSAGINGWE USE DATA TO CREATE PERSONALIZED EMAIL CAMPAIGNSWE USE DATA TO PERSONALIZE PRODUCT RECOMMENDATIONS AND PROMOTIONSHOW DO YOU USE DATA TO PERSONALIZE YOUR MULTI-CHANNEL MARKETING EFFORTS FOR CUSTOMERS?15We fjnd
34、the right audience,ask the right questions,and gather insightful data to create useful and afgordable research that will help you generate demand and increase engagement.Join the industry powerhouses that use Ascend2 to create compelling research content that speaks to their audience.CUSTOMIZED B2B
35、RESEARCH delivered to you with a plan to use it.Need Research?Click here!WORK WITH US16Dont just take it from us.Heres what some of our customers have to say.Need Research?Click here!“I highly recommend Ascend2 for any research projects in the B2B marketing space.Coming from a heavy academic-researc
36、h background myself,Im quite demanding when it comes to fielding and analyzing market surveys.Intentsify had very specific goals in mind to support multiple use cases with original research.Todd and Jenna of Ascend2 had the requisite knowledge,skills,and resources to achieve our weighty objectives.F
37、urther,the program was affordable(even for an early-stage startup),and the results to date are already surpassing our ROI goals.”-David Crane,VP Marketing,Intentsify“Ascend2 was a pleasure to work with and helped us to design a thoughtful survey that uncovered truly actionable and noteworthy finding
38、s.They work smart and fast and even helped to promote and place the research results at launch.Ascend2 is at the top of our list for future projects.-Nick Olsson,CEO,Olsson Communications“On a hunch that original,empirical research could boost engagement with my audience,I contracted Ascend2 and Tod
39、d Lebo to provide a study on the most effective tactics being employed by B2B marketers.The research was delivered on time in an easily workable format,and any minor corrections were handled with rapid turnaround and excellent customer service.In the end,the research deliverable ended up influencing
40、 hundreds of thousands of dollars in closed-won business,achieving an 85x ROI on the purchase price of the research.I am extremely impressed with Ascend2 and will use them again any time I require original research on industry influencers for my marketing campaigns.-Jonathan Greene,Director of Marketing,LeadCrunch“Good news to report back to you we are seeing a lot of success with the leads we have gotten,not only from you but from the report in general(website,our emails,ads,etc.).My CEO is super pleased.”-Emily Wingrove,Director of Marketing,Synthio WORK WITH US