2024年跨渠道营销报告.docx

TableofContentsForeword(byTomFishburnei.e.Marketoonist)03ExecutiveSummary04WhoWeSurveyed06ProfileofRespondents06MethodologyandObjectives07ChannelsandPriorities08EngagementChannels08TopObjectivesforMarketersin202411IncreasedFocusonPersonalization12TheGrowingRoleofAIinCross-ChannelMarketing14ChallengesandSolutions17CommonObstaclesinCross-ChannelMarketing17MeasuringandOptimizingCustomerEngagementEfforts23InvestmentTrendsinMarketingTechnology25Cross-ChannelMarketingToday:SummaryofKeyInsights27BuildinganEffectiveCross-ChannelMarketingStrategy281.ookingForward:HowB2CBrandsCanAdaptandThrive-30AboutMoEngage30ForewordbymarketooistMForthelasttwentyyears,vebeendrawingaweeklycartoonaboutourcollectiveadventuresinmarketing.Oneofmyfavoritego-totopicshaslongbeencross-channelmarketing.Deliveringtherightmessagetotherightpersonattherighttimeisaperennialmarketingchallenge,particularlywhentherearemanydifferentwaystocommunicate.Wehaveneverhadgreatertoolsatourdisposalinmarketing,andyetconsumerexpectationshaveneverbeenhigher.Usually,whenIdrawcartoons,Igetinspiredbyanecdotes-eithermyownexperienceasamarketerorwarstoriesthatothermarketerssharewithme.Mysourcematerialisprimarilyqualitative.WhenMoEngageofferedtocollaborateonthisstudy,theypresentedarareopportunitytodiveintothenumbers.MoEngagecollected730storiesfromfellowmarketers(includingmanyMarketoonistreaders)toquantifysomeofthemostcommonapproaches,obstacles,andopportunitiesforB2Cmarketerstoday.Wesurfacedanddistilledthemaininsightsandtakeaways,andIusedthismaterialtocreateaseriesofcartoonsthatcapturethestateofcross-channelmarketingin2024.ThecollectionofcartoonsthatresultedspanseverythingfromfiguringoutAItoworkingwithlimitedbudgetstobalancingcustomeracquisitionwithretentiontostrugglingwithclunkylegacytoolstoelevatingwhatpersonalizationmeansintoday,sworld.mabigbelieverthatlaughingatourselvescanhelpusdoourbestwork.HoldingupthefunhousemirrortowhatWedohelpsusbondoversomeofthethingswe,realltryingtofigureouttogether.Thisreportbalanceslevitywithpracticalguidanceonwhatothermarketersaregrapplingwith.Thegoalisthatithelpsusbecomebettermarketers.Andhopefullygivesusasharedchucklealongtheway.TomFishburneCreatorofMarketoonistExecutiveSummaryInthedigital-firstera,cross-channelmarketingiskeytoengagingandretainingcustomers.Weconductedthissurveytoprovideanunbiased,authenticperspectivedirectlyfromB2Cmarketersthemselves.Ourgoalistohelpyouunderstandhowyourpeersapproachcrosschannelmarketingandtheirstrategiesforeffectiveimplementation.Whilesheddinglightontheevolvinglandscapeofcustomerengagement,thisreportunderscorestheintrinsicvalueofawell-integrated,cross-channelmarketingapproach,includingbutnotlimitedtochannelssuchasEmail,SocialMedia,Website,andMobileApps.Adetailedanalysisrevealspersonalizationandcustomerengagementtechnologyassignificantleversofsuccessfulcross-channelcampaigns.Equippedwithartificialintelligence,innovativetechnologies,anddeeperinsights,marketerscanunderstandtheircustomersbetterthaneverandtailorcommunicationsaccordingtotheirneedsandpreferences.Atthesametime,theresearchunveilskeychallengesofexecutingcustomerengagement,suchasbudgetandresourceconstraints,deliveringpersonalizedexperiences,andlackofclarityaroundchannelperformance.Despitetheseobstacles,marketers'enthusiasmtoincreaseinvestmentincross-channelcustomerexperiencesisevident.Thisreportisdesignedformarketerswhoseektoenhancetheircross-channelmarketingcampaignsandachievebetterROI.markefoortIrmjust100kiC9forVisibihtyintovherepeopleareJcoppno仟intheccustomerJourney.Wesurveyedover700B2Cmarketersandfound: Onaverage,B2Cmarketersuseatleastfivemarketingchannelstoengagewiththeircustomers. 57%ofmarketerssayfindingnewcustomersisakeyfocusareaforthemin2024,followedbyincreasingengagementandloyalty(44.9%). Budgetandresourceconstraintsareatopchallengefor45.4%ofmarketersindrivingcustomerengagement,followedbyprovidingpersonalizedexperiences(39.5%). 64.9%ofmarketerssaytheyareplanningtoincreaseinvestmentinmarketingtechnologyin2024,toimprovecustomerexperience.Butthat,sjustthetipoftheiceberg.Inthefollowingsections,Wedelvedeeperintothereal-worldinsightsfromoursurvey.Bytheendofthisreport,you,lldiscover*:1.Thetopprioritiesandinvestmentfocusfortoday'sB2Cmarketingprofessionals.2.3.4.Thebiggestchallengeshinderingtheirabilitytodelivercross-channelengagement.Howteamsareutilizingtechnologytoenhancecustomerengagement.Bestpracticesforbuildingasuccessfulcross-channelmarketingprogram.WhoWeSurveyedProfileofRespondentsDuringDecember2023,wesurveyedhundredsofB2Cmarketingprofessionalsacrossavarietyofindustriesandjobroles,tounderstandthecurrentstateofcross-channelmarketingandcustomerengagement.IndustryBreakdownTravel & Hospitality53%Food & Beverage 5.7%EducaHon & Edtcch10.1%Media &EntertainmentHealth & Wellness13.2%FinancialServices19.4%Marketing RolesAdditionally,therespondentsrepresentedorganizationsofvariedsizes(suchasSMBs,MidMarkets,andEnterprises)andmonthlyactiveusers(MAUs).Employee CountApproximateMAUs(MonthlyActiveUsers)>10.000115%201 - 50012.6%501 - 1,00010.2%1.001 -5.(MX)15.6%5,1 - 10,0005.4%<50 223%51 - 20024.1%MethodologyandObjectives SurveyDates:December2023 TotalSurveyResponses:730lThekeyobjectivesofthereportweretouncover: Topprioritiesandinvestmentfocusfortoday,sB2Cmarketingprofessionals Biggestchallengesandareasofopportunityfacingconsumermarketingteamsinexecutingcross-channelcampaigns Howmarketersaremeasuringandoptimizingtheircustomerengagementefforts Whatittakestobuildasuccessfulcross-channelmarketingprogram'Over1000peopleweresurveyedand730qualifiedfordataanalysis.ChannelsandPrioritiesEngagementChannelsInrecentyears,cross-channelmarketinghasbecomeanessentialstrategyforengagingcustomers.Ourresearchfoundthat,onaverage,B2Cmarketersuseatleastfivechannelstoexecutetheircustomerengagementstrategyefficiently.Furthermore,60.8%ofmarketerssaytheyhaveexperiencedgrowthintheirMAUsinthelast12months.ThefourmostpopularengagementchannelsthatB2Cmarketersuseare: Email(89.6%) SocialMedia(80.3%) DesktopWebsite(67.1%) MobileWebsite(65%)ProTip:Cross-channelMarketingisacustomer-centeredstrategythatfocusesonbuildingaunifiedbrandpresence.Tobuildasuccessfulcross-channelmarketingstrategy,youmustconsideralltouchpointsinthebuyerjourneyandseamlesslyintegrateyouronlineandofflinechannels/platforms(suchasemail,website,pushnotifications,SMS,andin-appnotifications)tocommunicatewithyourcustomers.MarketingChannelsCurrentlyBeingUsedNotsurprisingly,thesefindingssupportanotherstudythatexplorescustomerchannelpreferences,wherewefoundthatAmericanandCanadianconsumersprefertoengagewithbrandsusingWebsites(22.5%),MobileApps(15.3%),SocialMedia(13.4%),andEmail(13.2%).Theabovechannelsaredominantfortheirwidespreadusageandaccessibility,butstrikingly,emailmarketing,whichisinitsfourthdecade,continuestobethemostpopular.Infact,75.6%ofB2CmarketerssaythatEmailistheirorganization'smosteffectiveengagementchannel.MostEffectiveMarketingChannelsbyB2CMarketersAtthesametime,itisimportanttonotethatdigitalchannelslikeMobileApp,SMS,andMobilePushNotificationsaregainingpopularity.WhilenumerousstudieshaveshownapositivecorrelationbetweenthesechannelsandtheirROI,theirpotentialisyettobeexploredfully.Thismeansthatinthecomingmonths,marketerswhodonotconsiderthesechannelsasapartoftheircross-channelmarketingstrategywillloseoutonfirst-moveradvantage.ProTip:Customerengagementisnothingwithouttheorchestrationofapersonalized,crosschannelstrategy.Thus,beforedecidingontheeffectivenessofeachchannel,useA/Btestingtofindoutwhichchannelstrulyresonatewithyourcustomer.TopObjectivesforMarketersin2024In2024,thetopthreeobjectivesforbrandsare:57.0%Findingnewcustomers44.9%Increasingcustomerengagementorloyalty台40.8%RetainingcurrentcustomersThoughthesefiguresindicatethatmarketersaresomewhatawareofthelong-termadvantagesoffocusingonretention,themajoritystillprioritizecustomeracquisitionastheirprimarygoal.Thisisbecausemostmarketersaren,tabletoretaintheirexistingcustomersproperlyduetoineffectivepersonalizationcausedbyissuessuchasdatasilos,lackofreal-timeanalytics,andimpropertoolingandmethods.Thisisexploredfurtherinthefollowingsections.ProTip:Acquiringanewcustomerisanywherebetween5to25timesmoreexpensivethanretaininganexistingone.Additionally,increasingcustomerretentionratesby5%increasesprofitsby25-95%.Bottomline?RetainingexistingcustomerscanprovideabetterROIthancontinuouslyfocusingoncustomeracquisition.WeOJlourr*v><,kctn9budettofoiloutther«dcarpetfo<,CZCustomers.Vhita5oufstrategyfoeen90b¾eeHtOkAdretention?Brandslookingtooptimizetheirspendingshouldprioritizeretentionandengagementoveracquisition.Thisiswherehavingawell-integrated,personalizedapproachtocross-channelmarketingwillhavethemostimpact.IncreasedFocusonPersonalization89.9%ofmarketersusesomeformofpersonalizationintheircross-channelmarketingcampaigns.Thisisagoodsignasnumerousstudieshaveshownanincreasingdemandforpersonalizationandapositivecorrelationbetweenpersonalizationandcustomerengagement: 56.10%ofAmericanandCanadianconsumersexpectacuratedshoppingexperiencefrombrandstheyshopfromregularly. 76%ofConsumerssaythatreceivingpersonalizedcommunicationswasakeyfactorinpromptingtheirconsiderationofabrand. Companiesthatgrowfasterdrive40%moreoftheirrevenuefrompersonalizationthantheirslower-growingcounterparts.Personalizationisthefoundationofasuccessfulcross-channelmarketingcampaignandamplifiedcustomerengagement.However,personalizationinitselfhasmultiplefacets.Ourresearchfoundthat42.7%useverybasicpersonalization.Simultaneously,wesawthat40.2%ofmarketerspersonalizecustomerengagementbasedonwheretheircustomersareinthebuyerjourney,andasignificantpercentageofmarketersareusingbehaviorbasedpersonalizationviainsightsonpreviouspurchasesthecustomersmade(37.8%)andtheirreal-timeactions(35.4%),whichsignifiesagrowingadoptionofmultipleformsofpersonalization.Thesenumbersindicatethatmostmarketersbelievepersonalizationislimitedtoacustomer,sname,age,andgender.However,thereissomuchmoretopersonalization.Brandsthatwanttooptimizetheircross-channelcampaignsinthecomingmonthswillneedtohoneinonhyper-personalization.Thisentailsplacinggreateremphasisoncustomers'previousbehavior,currentactions,andwhichstagetheyareintheirjourney,etc.-allofwhichrequiregatheringreal-timecustomerinsights.IfyouCgshareyoufemailCddreSSandfrstnamejveflrewardyouwithemailsthatarePerSOnaUZedwithoCfirstname.*Hyper-personalizationis the most advanced way brands can tailor their customer engagement strategy to individual customers. It is done by creating highly targeted customer experiences through data,AI, automation, etc., and sending communications to specific customers at the right place and time, and through the right channel.ProTip:Moreadvancedpersonalizationtechniquespayoutlargerdividends.Oneofthemostsignificantfindingsfromapreviousreportwasthatemailsinvolvingbehavior-basedpersonalizationcandeliveranywherebetween2.2Xto16Xconversionrates,andjourneybasedpersonalizationcandeliver3.3Xto13.8Xconversationratesascomparedtogenericbroadcastemails.TheGrowingRoleofAIinCross-ChannelMarketingTherecentAIboomispoisedtorevolutionizecustomerengagement,andwearealreadyseeingtheearlyimpacts.Unsurprisingly,66.61%ofmarketersthinkthatAl-poweredcapabilitiesareimportantorveryimportantfortheirbrand.IDC,aglobalmarketintelligencefirm,predictsthatspendingonAI-centricsystemswillsurpass$300billionin2026.HowImportantisAItoYourBusiness?39.84%ThetopthreeusecasesforAIincross-channelmarketingare: Generatingandselectingcontent(33.2%) CreatingAI-enhancedsubjectlinesforbettertargeting(32.3%) UsingAI-basedChatbotsforinstantcustomerinteractions(28.4%)HowAIisBeingUsedforCross-ChannelMarketingdelivery timesWhile22.8%ofmarketerssaytheyarenotusingAIforcross-channelmarketingatthemoment,amajorityofmarketersareusingAIcapabilitiesforbasicusecasessuchascontentgeneration.IhavenltStarteduSinAIyetforcontent,tdrqetic%o<fccustoerinteractions,hafiyou?Thiscouldbebecauseofmultiplereasons: Budgetandresourceconstraints FearofusinganewtechnologylikeAI Hesitationtolatchonto'justanotherfad, Orthattheyhaven,tseenthebenefitsofusingAIyetMarketerswhoarenotleveragingAIarelosingoutasAIhasthepotentialtoanalyzevastamountsofdataanddeliverrelevant,timely,andengagingexperiencesthatresonatewitheachcustomer.ProTip:AIcangobeyondjustgeneratingsimplecontentandimagestohyper-personalizetheoutputbasedondifferentbuyerpersonas,channels,orevencampaignobjectives.ItcanalsohelppredictcustomerbehaviorandidentifydormantorchurningcustomersaheadoftimeaswesawwithPublishersClearingHouse.MakesuretouseAltoyourfulladvantage.Data SilosReal-Time AnalyticsUnactionable DataChallengesandSolutionsCommonObstaclesinCross-ChannelMarketingBiggestCustomerEngagementChallengesBudget/ResourceConstraintsDeliveringPersonalizedExperiencesClarityAroundChannelEffectivenessExecutingCross-ChannelCommunicationMappingtotheCustomerJourney7 二-二I Ftl 向hI hI flThetopthreechallengesformarketersindrivingcustomerengagementare:BudgetandResourceConstraints:1.imitedbudgetsandalackofresourcesremainthetopchallengefor45.4%ofmarketers.However,mostmarketersplantoinvestmoreincustomerengagementinthenext12months.Oneofthebiggestreasonsforthisconundrumcouldbethatamajorityofmarketers(57%)arefocusingonfindingnewcustomers,whichiscausingastrainonbudgets.Anothersidetothisisthatsincethecurrentcross-channelprogramsarenotaseffectiveduetoinconsistentdataandlackofreal-timeinsights,itisdifficultformarketerstojustifyROIandgetgreaterbudgetandresourceallocation.WHEREYOURMARKETINGBUPGETWENT1. DeliveringPersonalizedExperiences39.5%ofmarketerssaythatdeliveringpersonalizedexperiencesisoneofthebiggestchallengesofcustomerengagement.Wefoundthatthetopreasonsforthisare: Inabilitytoidentifygapsinthecustomerjourney(43.6%)-whichisoneofthetopblindspotsformarketers Inconsistentdataqualityfromvariouschannels(34.3%)-whichpreventsmarketersfromeffectivelysegmentingcustomers 1.ongandvariableleadtimesfortailoringcampaigns(26.5%)-whichalsohinderssegmentationeffortsThiscanleadtohavinglessengagedcustomerswhoarenotretainable,causingmarketerstore-entertheloopofprioritizingcustomeracquisitionovercustomerretention.2.3. 1.ackofClarityAroundChannelPerformance36.5%ofmarketerssaytheystruggletoanalyzetheperformanceandeffectivenessofthechannelstheyuse.Simultaneously,30.9%saythatdatasilosareoneofthebiggesthurdlestocustomerengagement.Duetothis,marketerssaythattheirbiggestblindspotsaretheinabilitytoreactquicklyenoughtocreatetimely,personalizedcross-channelexperiences(45.4%)andnotknowingthelong-termimpact