2024年跨渠道营销报告.docx

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1、TableofContentsForeword(byTomFishburnei.e.Marketoonist)03ExecutiveSummary04WhoWeSurveyed06ProfileofRespondents06MethodologyandObjectives07ChannelsandPriorities08EngagementChannels08TopObjectivesforMarketersin202411IncreasedFocusonPersonalization12TheGrowingRoleofAIinCross-ChannelMarketing14Challenge

2、sandSolutions17CommonObstaclesinCross-ChannelMarketing17MeasuringandOptimizingCustomerEngagementEfforts23InvestmentTrendsinMarketingTechnology25Cross-ChannelMarketingToday:SummaryofKeyInsights27BuildinganEffectiveCross-ChannelMarketingStrategy281.ookingForward:HowB2CBrandsCanAdaptandThrive-30AboutMo

3、Engage30ForewordbymarketooistMForthelasttwentyyears,vebeendrawingaweeklycartoonaboutourcollectiveadventuresinmarketing.Oneofmyfavoritego-totopicshaslongbeencross-channelmarketing.Deliveringtherightmessagetotherightpersonattherighttimeisaperennialmarketingchallenge,particularlywhentherearemanydiffere

4、ntwaystocommunicate.Wehaveneverhadgreatertoolsatourdisposalinmarketing,andyetconsumerexpectationshaveneverbeenhigher.Usually,whenIdrawcartoons,Igetinspiredbyanecdotes-eithermyownexperienceasamarketerorwarstoriesthatothermarketerssharewithme.Mysourcematerialisprimarilyqualitative.WhenMoEngageofferedt

5、ocollaborateonthisstudy,theypresentedarareopportunitytodiveintothenumbers.MoEngagecollected730storiesfromfellowmarketers(includingmanyMarketoonistreaders)toquantifysomeofthemostcommonapproaches,obstacles,andopportunitiesforB2Cmarketerstoday.Wesurfacedanddistilledthemaininsightsandtakeaways,andIusedt

6、hismaterialtocreateaseriesofcartoonsthatcapturethestateofcross-channelmarketingin2024.ThecollectionofcartoonsthatresultedspanseverythingfromfiguringoutAItoworkingwithlimitedbudgetstobalancingcustomeracquisitionwithretentiontostrugglingwithclunkylegacytoolstoelevatingwhatpersonalizationmeansintoday,s

7、world.mabigbelieverthatlaughingatourselvescanhelpusdoourbestwork.HoldingupthefunhousemirrortowhatWedohelpsusbondoversomeofthethingswe,realltryingtofigureouttogether.Thisreportbalanceslevitywithpracticalguidanceonwhatothermarketersaregrapplingwith.Thegoalisthatithelpsusbecomebettermarketers.Andhopefu

8、llygivesusasharedchucklealongtheway.TomFishburneCreatorofMarketoonistExecutiveSummaryInthedigital-firstera,cross-channelmarketingiskeytoengagingandretainingcustomers.Weconductedthissurveytoprovideanunbiased,authenticperspectivedirectlyfromB2Cmarketersthemselves.Ourgoalistohelpyouunderstandhowyourpee

9、rsapproachcrosschannelmarketingandtheirstrategiesforeffectiveimplementation.Whilesheddinglightontheevolvinglandscapeofcustomerengagement,thisreportunderscorestheintrinsicvalueofawell-integrated,cross-channelmarketingapproach,includingbutnotlimitedtochannelssuchasEmail,SocialMedia,Website,andMobileAp

10、ps.Adetailedanalysisrevealspersonalizationandcustomerengagementtechnologyassignificantleversofsuccessfulcross-channelcampaigns.Equippedwithartificialintelligence,innovativetechnologies,anddeeperinsights,marketerscanunderstandtheircustomersbetterthaneverandtailorcommunicationsaccordingtotheirneedsand

11、preferences.Atthesametime,theresearchunveilskeychallengesofexecutingcustomerengagement,suchasbudgetandresourceconstraints,deliveringpersonalizedexperiences,andlackofclarityaroundchannelperformance.Despitetheseobstacles,marketersenthusiasmtoincreaseinvestmentincross-channelcustomerexperiencesiseviden

12、t.Thisreportisdesignedformarketerswhoseektoenhancetheircross-channelmarketingcampaignsandachievebetterROI.markefoortIrmjust100kiC9forVisibihtyintovherepeopleareJcoppno仟intheccustomerJourney.Wesurveyedover700B2Cmarketersandfound: Onaverage,B2Cmarketersuseatleastfivemarketingchannelstoengagewiththeirc

13、ustomers. 57%ofmarketerssayfindingnewcustomersisakeyfocusareaforthemin2024,followedbyincreasingengagementandloyalty(44.9%). Budgetandresourceconstraintsareatopchallengefor45.4%ofmarketersindrivingcustomerengagement,followedbyprovidingpersonalizedexperiences(39.5%). 64.9%ofmarketerssaytheyareplanning

14、toincreaseinvestmentinmarketingtechnologyin2024,toimprovecustomerexperience.Butthat,sjustthetipoftheiceberg.Inthefollowingsections,Wedelvedeeperintothereal-worldinsightsfromoursurvey.Bytheendofthisreport,you,lldiscover*:1.ThetopprioritiesandinvestmentfocusfortodaysB2Cmarketingprofessionals.2.3.4.The

15、biggestchallengeshinderingtheirabilitytodelivercross-channelengagement.Howteamsareutilizingtechnologytoenhancecustomerengagement.Bestpracticesforbuildingasuccessfulcross-channelmarketingprogram.WhoWeSurveyedProfileofRespondentsDuringDecember2023,wesurveyedhundredsofB2Cmarketingprofessionalsacrossava

16、rietyofindustriesandjobroles,tounderstandthecurrentstateofcross-channelmarketingandcustomerengagement.IndustryBreakdownTravel & Hospitality53%Food & Beverage 5.7%EducaHon & Edtcch10.1%Media &EntertainmentHealth & Wellness13.2%FinancialServices19.4%Marketing RolesAdditionally,therespondentsrepresente

17、dorganizationsofvariedsizes(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%,kctn9budettofoilouttherdcarpetfo,CZCustomers.Vhita5oufstrategyfoeen90beeHtOkAdreten

18、tion?Brandslookingtooptimizetheirspendingshouldprioritizeretentionandengagementoveracquisition.Thisiswherehavingawell-integrated,personalizedapproachtocross-channelmarketingwillhavethemostimpact.IncreasedFocusonPersonalization89.9%ofmarketersusesomeformofpersonalizationintheircross-channelmarketingc

19、ampaigns.Thisisagoodsignasnumerousstudieshaveshownanincreasingdemandforpersonalizationandapositivecorrelationbetweenpersonalizationandcustomerengagement: 56.10%ofAmericanandCanadianconsumersexpectacuratedshoppingexperiencefrombrandstheyshopfromregularly. 76%ofConsumerssaythatreceivingpersonalizedcom

20、municationswasakeyfactorinpromptingtheirconsiderationofabrand. Companiesthatgrowfasterdrive40%moreoftheirrevenuefrompersonalizationthantheirslower-growingcounterparts.Personalizationisthefoundationofasuccessfulcross-channelmarketingcampaignandamplifiedcustomerengagement.However,personalizationinitse

21、lfhasmultiplefacets.Ourresearchfoundthat42.7%useverybasicpersonalization.Simultaneously,wesawthat40.2%ofmarketerspersonalizecustomerengagementbasedonwheretheircustomersareinthebuyerjourney,andasignificantpercentageofmarketersareusingbehaviorbasedpersonalizationviainsightsonpreviouspurchasesthecustom

22、ersmade(37.8%)andtheirreal-timeactions(35.4%),whichsignifiesagrowingadoptionofmultipleformsofpersonalization.Thesenumbersindicatethatmostmarketersbelievepersonalizationislimitedtoacustomer,sname,age,andgender.However,thereissomuchmoretopersonalization.Brandsthatwanttooptimizetheircross-channelcampai

23、gnsinthecomingmonthswillneedtohoneinonhyper-personalization.Thisentailsplacinggreateremphasisoncustomerspreviousbehavior,currentactions,andwhichstagetheyareintheirjourney,etc.-allofwhichrequiregatheringreal-timecustomerinsights.IfyouCgshareyoufemailCddreSSandfrstnamejveflrewardyouwithemailsthatarePe

24、rSOnaUZedwithoCfirstname.*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

25、 right place and time, and through the right channel.ProTip:Moreadvancedpersonalizationtechniquespayoutlargerdividends.Oneofthemostsignificantfindingsfromapreviousreportwasthatemailsinvolvingbehavior-basedpersonalizationcandeliveranywherebetween2.2Xto16Xconversionrates,andjourneybasedpersonalization

26、candeliver3.3Xto13.8Xconversationratesascomparedtogenericbroadcastemails.TheGrowingRoleofAIinCross-ChannelMarketingTherecentAIboomispoisedtorevolutionizecustomerengagement,andwearealreadyseeingtheearlyimpacts.Unsurprisingly,66.61%ofmarketersthinkthatAl-poweredcapabilitiesareimportantorveryimportantf

27、ortheirbrand.IDC,aglobalmarketintelligencefirm,predictsthatspendingonAI-centricsystemswillsurpass$300billionin2026.HowImportantisAItoYourBusiness?39.84%ThetopthreeusecasesforAIincross-channelmarketingare: Generatingandselectingcontent(33.2%) CreatingAI-enhancedsubjectlinesforbettertargeting(32.3%) U

28、singAI-basedChatbotsforinstantcustomerinteractions(28.4%)HowAIisBeingUsedforCross-ChannelMarketingdelivery timesWhile22.8%ofmarketerssaytheyarenotusingAIforcross-channelmarketingatthemoment,amajorityofmarketersareusingAIcapabilitiesforbasicusecasessuchascontentgeneration.IhavenltStarteduSinAIyetforc

29、ontent,tdrqetic%ofccustoerinteractions,hafiyou?Thiscouldbebecauseofmultiplereasons: Budgetandresourceconstraints FearofusinganewtechnologylikeAI Hesitationtolatchontojustanotherfad, Orthattheyhaven,tseenthebenefitsofusingAIyetMarketerswhoarenotleveragingAIarelosingoutasAIhasthepotentialtoanalyzevast

30、amountsofdataanddeliverrelevant,timely,andengagingexperiencesthatresonatewitheachcustomer.ProTip:AIcangobeyondjustgeneratingsimplecontentandimagestohyper-personalizetheoutputbasedondifferentbuyerpersonas,channels,orevencampaignobjectives.Itcanalsohelppredictcustomerbehaviorandidentifydormantorchurni

31、ngcustomersaheadoftimeaswesawwithPublishersClearingHouse.MakesuretouseAltoyourfulladvantage.Data SilosReal-Time AnalyticsUnactionable DataChallengesandSolutionsCommonObstaclesinCross-ChannelMarketingBiggestCustomerEngagementChallengesBudget/ResourceConstraintsDeliveringPersonalizedExperiencesClarity

32、AroundChannelEffectivenessExecutingCross-ChannelCommunicationMappingtotheCustomerJourney7 二-二I Ftl 向hI hI flThetopthreechallengesformarketersindrivingcustomerengagementare:BudgetandResourceConstraints:1.imitedbudgetsandalackofresourcesremainthetopchallengefor45.4%ofmarketers.However,mostmarketerspla

33、ntoinvestmoreincustomerengagementinthenext12months.Oneofthebiggestreasonsforthisconundrumcouldbethatamajorityofmarketers(57%)arefocusingonfindingnewcustomers,whichiscausingastrainonbudgets.Anothersidetothisisthatsincethecurrentcross-channelprogramsarenotaseffectiveduetoinconsistentdataandlackofreal-

34、timeinsights,itisdifficultformarketerstojustifyROIandgetgreaterbudgetandresourceallocation.WHEREYOURMARKETINGBUPGETWENT1. DeliveringPersonalizedExperiences39.5%ofmarketerssaythatdeliveringpersonalizedexperiencesisoneofthebiggestchallengesofcustomerengagement.Wefoundthatthetopreasonsforthisare: Inabi

35、litytoidentifygapsinthecustomerjourney(43.6%)-whichisoneofthetopblindspotsformarketers Inconsistentdataqualityfromvariouschannels(34.3%)-whichpreventsmarketersfromeffectivelysegmentingcustomers 1.ongandvariableleadtimesfortailoringcampaigns(26.5%)-whichalsohinderssegmentationeffortsThiscanleadtohavi

36、nglessengagedcustomerswhoarenotretainable,causingmarketerstore-entertheloopofprioritizingcustomeracquisitionovercustomerretention.2.3. 1.ackofClarityAroundChannelPerformance36.5%ofmarketerssaytheystruggletoanalyzetheperformanceandeffectivenessofthechannelstheyuse.Simultaneously,30.9%saythatdatasilosareoneofthebiggesthurdlestocustomerengagement.Duetothis,marketerssaythattheirbiggestblindspotsaretheinabilitytoreactquicklyenoughtocreatetimely,personalizedcross-channelexperiences(45.4%)andnotknowingthelong-termimpact