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1、Research Series Conducted in Partnership with Leading Providers of Marketing Technology and Digital Marketing Agency Services.MULTI-CHANNEL MARKETING TRENDSResearch Created for Marketers20243.Methodology and Participants4.Introduction5.Rating Multi-Channel Success6.Attributes of a Successful Multi-C

2、hannel Strategy7.Greatest Challenges of Multi-Channel Marketing8.Most Impactful Multi-Channel Tactics9.Maintaining Consistent Brand Messaging Across Channels10.Use of Personalized Content in Multi-Channel Campaigns11.Emerging Trends in Multi-Channel Marketing12.Preparing for the Future in Multi-Chan

3、nel Marketing13.About Ascend2 ResearchIN THIS REPORT.HOW TO USE THIS REPORT:TIP#1:ENGAGE YOUR 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 rel

4、evant to your business.This Survey Summary Report is part of a series conducted in partnership 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

5、 way that suggests that they endorse you or your use of the work.When you share this content,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

6、 a proprietary 3-Minute Survey format.This survey was fielded to a panel of marketing professionals and marketing research subscribers.Primary Marketing ChannelB2B(Business-to-Business)22%B2C(Business-to-Consumer)47%B2B and B2C Equally31%Number of EmployeesMore than 50019%50 to 50031%Fewer than 5050

7、%Primary role in companyOwner/Partner/C-Level50%Vice President/Director/Manager35%Non-Management Professional15%SURVEY RESPONDENTSMETHODOLOGYN=365 Marketing Decision-Makers4The digital marketing landscape continues to evolve with more tactics available to marketing professionals.The channels include

8、 email marketing,social media,digital advertising,video marketing,influencer marketing,and more.With each channel added to a marketing plan come new opportunities and challenges.What are each channels strengths and weaknesses?How do you integrate the channels to work together to optimize performance

9、?What are the emerging trends and technologies that will impact future performance?These are some of the questions that marketing professionals have regarding multi-channel marketing.For many years,Ascend2 has provided marketing professionals with research on the trends in multi-channel marketing,an

10、d it is always a popular report.This years study examines various digital marketing channels unique strengths and applications so marketers can develop an integrated marketing strategy supporting their objectives.Ascend2 and our Research Partners conducted the Multi-Channel Marketing 2024 Survey dur

11、ing the week of May 12,2024.We thank the 365 marketing professionals who participated in the survey.MULTI-CHANNEL MARKETING TRENDS 2024Additional reports in the Multi-Channel Marketing collection include:Multi-Channel Marketing 2023 The State of Multi-Channel Marketing 2022 Plus 10+digital marketing

12、 topics.Get more research!This Survey Summary Report,titled Multi-Channel Trends in 2024,represents the opinions of all the market segments responding to the survey.Our participating research partners report specific market segments separately and exclusively.Asend2 produced this report for your use

13、.Use it in your marketing strategy.Clip the charts,write about them in your blog,or post them on social media.Please share this research credited as published.Enjoy the report as you plan how to optimize your multi-channel marketing programs in the months ahead.The Ascend2 Research Team5Multi-Channe

14、l Marketing Trends in 2024 Conducted by Ascend2 and Research Partners Published June 2024RATING EMAIL MARKETING STRATEGIC SUCCESSThe good news is that 30%of respondents consider their multi-channel marketing strategy to be very successful(best-in-class)in achieving strategic marketing objectives.A m

15、ajority of 65%of respondents rate their strategy as somewhat successful.Exciting Progress Only 17%of respondents were best-in-class last year,so much improvement was made in multi-channel marketing.We hope to continue that trend this year.Throughout this report,we will examine the research findings

16、to help determine tactics and techniques you can use to elevate your multi-channel program from somewhat successful to best-in-class.RATE THE SUCCESS OF YOUR MULTI-CHANNEL MARKETING STRATEGY IN ACHIEVING STRATEGIC MARKETING OBJECTIVES.VERY SUCCESSFUL(BEST-IN-CLASS)30%SOMEWHAT SUCCESSFUL65%UNSUCCESSF

17、UL5%6Multi-Channel Marketing Trends in 2024 Conducted by Ascend2 and Research Partners Published June 2024ATTRIBUTES OF A SUCCESSFUL STRATEGYIt may not be glamorous or fun,but if you want to be successful with your multi-channel strategy,start working on the quality of your data.The research data re

18、veals that the most essential attributes of a successful multi-channel marketing strategy,as selected by respondents,are data quality(52%),accurate measurement of performance(50%),and marketing automation(37%).Tip Improving data quality for multi-channel marketing programs involves implementing robu

19、st data governance practices,including data standardization,cleansing,and validation processes to ensure accuracy and consistency across all channels.Additionally,leveraging advanced analytics tools and integrating data from various sources into a unified platform can enhance data accessibility and

20、reliability,enabling more informed decision-making and targeted marketing efforts.WHAT ARE THE MOST ESSENTIAL ATTRIBUTES OF A SUCCESSFUL MULTI-CHANNEL MARKETING STRATEGY?26%31%31%35%37%50%52%DATA QUALITYACCURATE MEASUREMENT OF PERFORMANCEMARKETING AUTOMATIONINTEGRATED/UNIFIED MARKETING TECHNOLOGYDAS

21、HBOARDS/VISUALIZATION OF ANALYTICSDATA ACCESSIBILITYOPTIMIZED CHANNEL MIXMulti-Channel Marketing Trends in 2024 Conducted by Ascend2 and Research Partners Published June 20247GREATEST CHALLENGES OF MULTI-CHANNEL MARKETINGThis years data reveals an upward trend in several challenges faced by marketin

22、g professionals,including disconnected technology stacks(17%in 2024,up from 11%in 2023)and siloed/conflicting data(19%in 2024,up from 11%in 2023).There is also a noticeable increase in concerns about data quantity(27%in 2024,up from 21%in 2023)and ineffective marketing attribution(32%in 2024,up from

23、 21%in 2023).Despite slight improvements,insufficient budget/resources(43%in 2024,down from 50%in 2023)and creating an effective strategy(53%in 2024,down from 54%in 2023)remain significant challenges,indicating ongoing difficulties in resource allocation and strategic planning for multi-channel mark

24、eting efforts.WHAT ARE YOUR GREATEST CHALLENGES IN EXECUTING A SUCCESSFUL MULTI-CHANNEL MARKETING STRATEGY?CREATING AN EFFECTIVE STRATEGYINSUFFICIENT BUDGET/RESOURCESDATA QUALITYINEFFECTIVE MARKETING ATTRIBUTIONDATA QUANTITYSILOED/CONFLICTING DATADISCONNECTED TECHNOLOGY STACK11%11%21%21%38%50%54%17%

25、19%27%32%40%43%53%20242023Multi-Channel Marketing Trends in 2024 Conducted by Ascend2 and Research Partners Published June 202489%9%11%19%14%23%45%26%46%14%16%17%22%22%33%36%41%55%MOST IMPACTFUL MULTI-CHANNEL TACTICSThe trend data shows a notable increase in the impact of various marketing tactics f

26、rom 2023 to 2024,with social media rising from 46%to 55%and digital advertising increasing from 26%to 41%.Content marketing also saw a significant boost from 23%to 33%,while influencer marketing and Account-Based Marketing(ABM)both increased from 9%to 14%and 16%,respectively.Social medias role as th

27、e number one tactic in 2024 highlights its importance in multi-channel marketing strategies.Its extensive reach,real-time engagement capabilities,and powerful targeting options allow brands to connect effectively with their audience and drive meaningful interactions.WHICH OF THE FOLLOWING TACTICS HA

28、VE THE MOST IMPACT ON THE SUCCESS OF YOUR MULTI-CHANNEL STRATEGY?SOCIAL MEDIADIGITAL ADVERTISINGEMAIL MARKETINGCONTENT MARKETINGPUBLIC RELATIONSPARTNERSHIPSVIDEO MARKETINGACCOUNT-BASED MARKETING(ABM)INFLUENCER MARKETING202420239Multi-Channel Marketing Trends in 2024 Conducted by Ascend2 and Research

29、 Partners Published June 202461%48%43%35%THROUGH REGULAR TEAM COMMUNICATION AND COLLABORATIONTHROUGH CENTRALIZED MARKETING MANAGEMENT TOOLSTHROUGH BRAND GUIDELINES AND STYLE GUIDESTHROUGH AUTOMATED MARKETING SOFTWAREMAINTAINING CONSISTENT BRAND MESSAGING ACROSS CHANNELSBrand consistency is critical

30、to marketing success and future growth,but using multiple channels can challenge brand consistency.How are marketing professionals addressing the challenge?The most common method for ensuring a consistent brand message across all channels is through regular team communication and collaboration,which

31、 61%of marketing professionals use.Centralized marketing management tools(48%)and brand guidelines and style guides(43%)are also significant methods,while 35%of respondents utilize automated marketing software.The data highlights the importance of both human coordination and technological tools in m

32、aintaining brand consistency.HOW DO YOU ENSURE A CONSISTENT BRAND MESSAGE ACROSS ALL CHANNELS IN YOUR MARKETING CAMPAIGNS?10Multi-Channel Marketing Trends in 2024 Conducted by Ascend2 and Research Partners Published June 20247%16%49%20%9%NOT AT ALLMINIMALLYMODERATELYEXTENSIVELYFULLY PERSONALIZED FOR

33、 EACH CHANNELUSE OF PERSONALIZED CONTENT IN MULTI-CHANNEL CAMPAIGNSThe data shows that nearly half of marketing professionals(49%)personalize content and messaging for different channels to a moderate extent,indicating a balanced approach to customization.Additionally,while 20%of marketing professio

34、nals personalize extensively and 9%fully personalize for each channel,a combined 23%either do not personalize at all or do so minimally,highlighting a significant range in personalization practices among marketers.HOW DO YOU ENSURE A CONSISTENT BRAND MESSAGE ACROSS ALL CHANNELS IN YOUR MARKETING CAM

35、PAIGNS?11Multi-Channel Marketing Trends in 2024 Conducted by Ascend2 and Research Partners Published June 2024EMERGING TRENDS IN MULTI-CHANNEL MARKETINGThe era of AI continues.The data indicates that AI and machine learning are expected to have the greatest impact on multi-channel marketing in the n

36、ext 2-3 years,with 70%of respondents identifying these technologies as influential.Chatbots and conversational marketing(45%)and 5G technology with faster internet connectivity(39%)are also significant trends that will shape the future of marketing.Tip To leverage AI and machine learning in multi-ch

37、annel marketing,organizations can use these technologies to analyze customer data(remember the earlier finding regarding data quality)and behavior patterns,enabling personalized and predictive marketing strategies that enhance customer engagement and conversion rates.Additionally,implementing AI-dri

38、ven tools like chatbots and recommendation engines can streamline customer interactions and provide real-time,tailored experiences across multiple channels.WHAT EMERGING TRENDS OR TECHNOLOGIES WILL HAVE THE GREATEST IMPACT ON MULTI-CHANNEL MARKETING IN THE NEXT 2-3 YEARS?ARTIFICIAL INTELLIGENCE AND

39、MACHINE LEARNINGCHATBOTS AND CONVERSATIONAL MARKETING5G TECHNOLOGY AND FASTER INTERNET CONNECTIVITYAUGMENTED REALITY(AR)AND VIRTUAL REALITY(VR)VOICE SEARCH AND SMART SPEAKERS22%37%39%45%70%12Multi-Channel Marketing Trends in 2024 Conducted by Ascend2 and Research Partners Published June 202426%50%19

40、%5%VERY PREPAREDSOMEWHAT PREPAREDNOT VERY PREPAREDNOT PREPARED AT ALLPREPARING FOR THE FUTURE IN MULTI-CHANNEL MARKETINGThe data reveals that only 26%of organizations feel very prepared to adapt to emerging trends and technologies in multi-channel marketing,50%feel somewhat prepared,and 24%do not fe

41、el adequately prepared.Utilizing the insights from this report,organizations can focus on addressing gaps in preparedness by investing in training,adopting new technologies,and developing flexible strategies to navigate the evolving marketing landscape better.HOW PREPARED DO YOU FEEL YOUR ORGANIZATI

42、ON IS TO ADAPT TO EMERGING TRENDS AND TECHNOLOGIES IN MULTI-CHANNEL MARKETING?13Multi-Channel Marketing Trends in 2024 Conducted by Ascend2 and Research Partners Published June 2024We fjnd the right audience,ask the right questions,and gather insightful data to create useful and afgordable research

43、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 RESEARCH delivered to you with a plan to use it.Need Research?Click here!WORK WITH US14Multi-Channel Marketing

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