Whether you are a B2B or a B2C company, no doubt you are marketing in a number of channels, both online and off. Are you choosing the right channels for the right reasons?
“A new report from Experian Marketing Services … examines how marketers around the globe view the roles of 12 different marketing channels in their customers’ journey,” according to an article in Print in the Mix.
“Survey respondents in Experian’s 2014 Digital Marketer: Benchmark and Trend Report identified how each channel was most effective in their marketing efforts, using the terms ‘greeter,’ ‘influencer’ and ‘closer to describe three main roles a channel can play in the purchase process — to create awareness, generate interest and close the deal.”
In all three categories, print ranked among the top five of 12 categories, helping companies create awareness, generate influence and close the sale:
Top channels for creating brand awareness (“greeter”):
- Search marketing – 43%
- Online display ads – 42%
- Social display ads – 40%
- Social media (not paid) – 38%
- Print advertising – 37%
Top channels for generating interest (“influencer”):
- Email marketing – 49%
- Social media (not paid) – 44%
- Online display ads – 35%
- Print advertising – 33%
- Social display ads – 33%
Top channels for getting the sale (“closer”):
- Website (ecommerce) – 42%
- Email marketing – 30%
- Direct mail – 20%
- Mobile apps – 20%
- Search marketing – 17%
With most marketers indicating they use at least four channels in their marketing campaigns, it’s clear that print remains an integral part of the mix. Download your copy of the Experian report for more great information on multi-channel marketing and the power of print in the mix.