Multichannel marketing remains a key to campaign success. However, as consumers’ attention continues to fracture, knowing which channels to utilize has grown increasingly complicated. Creating an effective strategy remains a core challenge for 53% of marketers executing a multichannel marketing plan, according to a recent report by Ascend2. The growing use of artificial intelligence (AI) could either further complicate or simplify the future of multichannel marketing.
“Maintaining consistent brand messaging across channels is crucial for building a unified brand identity, which enhances customer recognition and trust,” said Todd Lebo, CEO at Ascend2 in an email to Marketing Dive.
Ascend2 has been researching multichannel marketing over the course of several years. The firm’s latest report is based on a survey of 365 marketing professionals in the U.S. during the week of May 12.
A very effective hassle
While multichannel marketing can be daunting, most marketers agree that it is necessary to achieve strategic priorities. Only 5% of marketing professionals say multichannel marketing hasn’t helped them achieve their strategic goals, while 30% say it has been very successful, a significant jump from the 17% reporting outstanding success last year. Sixty-five percent say it has been somewhat successful.
Many things go into a successful multichannel marketing campaign. However, data quality is a top indicator of campaign performance. Fifty-two percent of marketing professionals list data quality as an essential aspect of a successful multi-level marketing campaign, more than any other category. A close second is accurate measurement of performance, which 50% of marketing professionals named as a top attribute. Coming in third was marketing automation, which was listed as a top successful component by 37% of professionals.
“Data quality is the most essential attribute of a successful multichannel marketing strategy. It might not be glamorous or exciting, but improving the quality of your data is essential for the success of your multichannel strategy,” said Lebo.
Multichannel marketing isn’t without its challenges beyond the need to create an effective strategy. Budget and resources come in second after creating an effective strategy, with 43% of professionals listing it as a top challenge, down from 50% the year prior. Data quality is a top concern for 40% of professionals, up from 38% the year prior.
Future tactics
Social media has become central to multichannel marketing success, with 55% of marketing professionals saying it is one of the tactics which has had the biggest impact on their campaigns, up from 46% last year. Digital advertising also saw a jump, with 41% of professionals listing it as having a big impact, up from 26%. However, some tactics are losing sway, with 36% naming email marketing as having a big impact in 2024, down from 45% a year ago.
“Social media's position as the top tactic in 2024 underscores its critical role in multichannel marketing strategies. Its broad reach, ability to engage audiences in real-time, and powerful targeting features enable brands to connect effectively with their audiences and foster meaningful interactions,” said Lebo.
Looking ahead, 70% of marketing professionals list AI and machine learning as the top emerging trends or technologies which will have an impact on multichannel marketing in the next two to three years. Chatbots and conversational marketing came in a distant second at 45%.
“AI's ability to analyze vast amounts of customer data can enhance the quality of insights, leading to more personalized and predictive marketing strategies that boost engagement and conversion rates,” Lebo said. “Furthermore, the integration of AI-driven tools like chatbots and recommendation engines will streamline customer interactions, providing real-time, tailored experiences across multiple channels, thereby improving overall marketing effectiveness.”
