Member Guest Blog: Three Must-Know Multichannel Marketing Stats

By Lou Ciampi, Jr.
Independent Graphics

Recently, Oracle compiled stats on multichannel marketing that every marketer should know by heart. Whether your marketing includes direct mail, email, social media or mobile—or uses them all—this data is so good that we wanted to make sure you didn’t miss it.

Does your marketing take these consumer realities into account?

  1. Two-thirds of all shoppers regularly use more than one channel to make purchases. This comes from a study by the Wharton School of Business, which found multichannel shopping is the norm for most consumers. Wharton found that when it comes to making purchases, one-third of shoppers alternate between two channels and another one-third use three or more. Only one out of three shoppers consistently uses a single channel. Your brand must be presented consistently across all channels, including direct mail, email, social and mobile, and the shopping experience must be seamless across all channels as well.
  2. Customers who shop on more than one channel have a 30 percent higher Customer Lifetime Value (CLV) than those who shop on only one. Investing in a consistent multichannel customer experience might seem like a pain, but it’s worth it.
  3. Only five percent of marketers say they are “very much set up to effectively orchestrate cross-channel marketing activities.” This comes from Econsultancy’s most recent Cross-Channel Marketing Report, which finds that most marketers aren’t prepared to handle a multichannel environment. It also finds that while more than two-thirds of companies responding to the survey place a priority on integrating marketing activities across channels, only 39 percent say they understand customer journeys and adapt the channel mix accordingly.

You are great at what you do, and you understand your customers better than anyone else. But nobody can be an expert at everything all the time. Part of being great is finding the right partners to help you pull together all of the pieces of a powerful marketing and merchandising strategy so you can focus on what you do best. You don’t have to go it alone! Use these tools to develop a comprehensive multichannel marketing strategy that will keep your customers coming back.

Independent Graphics has been a Chamber member since 2003.