PFL-2020年多渠道营销报告（英文）-2020.8-51页_2mb

Summary of The State of Multichannel Marketing 2020

Core Content

This report, conducted by Demand Metric in partnership with PFL, analyzes how nearly 600 marketers use multichannel marketing strategies and the impact of coordinated, intentional efforts. The study highlights the effectiveness of various channels and the importance of data, personalization, and integration in driving better campaign performance.

Key Findings

• Multichannel Campaign Mix: Marketers who use 4 to 6 channels in their campaigns report the best response rates (77% of participants report good or very good response rates).
• Most Effective Channels:
  • Direct Mail (integrated, branded, personalized) and Events are the most effective channels for reaching target audiences, with 82% of participants rating them as effective.
• ROI Improvement:
  • Including direct mail in multichannel campaigns improves ROI by 18% (66% of participants report good or very good ROI with direct mail vs. 48% without).
  • Response rates also improve with direct mail, rising from 65% to 77%.
• C-Suite Targeting:
  • The C-Suite is the most sought-after audience, and direct mail is the most effective channel to reach them (75% effectiveness rating).
• Audience Preferences:
  • Marketers report that events, content syndication, and direct mail are the top channels for the end user, technical, and sales/marketing audiences.
  • The financial/purchasing audience is the second most difficult to reach, with content syndication and events being the top channels.
• Communication Approaches:
  • For audiences other than the C-Suite, frequent messages on a regular basis are more effective than infrequent or one-time communication.
• Direct Mail Insights:
  • Dimensional mail (interactive and visually rich format) is the most effective direct mail type for brand representation.
  • The use of data significantly enhances the personalization of direct mail pieces.
  • Integration with marketing technology is a key driver of personalization and campaign effectiveness.
  • Postcards, the most popular direct mail format, are the least effective for brand representation.
• PFL Customers' Performance:
  • PFL customers report higher effectiveness in reaching target audiences and achieving better ROI.
  • They are 143% more likely to use the highest-performing direct mail format (dimensional).
  • PFL customers are 100% more likely to achieve high or complete integration of direct mail with marketing technology.
  • They are 12% more likely to report good or very good response rates and 22% more likely to report good or very good ROI.
• Budget Trends:
  • 25% of study participants plan to increase their direct mail budget in the next 6 months.
• Success Factors:
  • The top three factors for multichannel campaign success are:
    • Data accuracy (73% importance)
    • Understanding audience needs (70% importance)
    • Design and branding of messages (58% importance)
  • Orchestration/coordination and personalization are also important, but less so than the first three.

Action Plan

1. Audit Your Multichannel Campaigns:

   • Review performance metrics to identify top-performing channels.
   • Consider implementing a multitouch attribution strategy for better insights.

2. Select the Right Multichannel Mix:

   • Use 4 to 6 channels for the best response rates.
   • Optimize your core channels by removing underperforming ones.

3. Add Direct Mail to Your Mix:

   • Direct mail improves response rates and ROI.
   • Use dimensional mail for better brand representation and more effective audience targeting.

4. Ensure Tech Stack Integration:

   • Integrate direct mail with your marketing technology for triggered sends and data-driven insights.
   • Avoid channel silos to enhance campaign orchestration and performance.

5. Leverage Data for Personalization:

   • Use digital intent signals to inform tactile marketing content and timing.
   • Personalization significantly improves response rates and campaign effectiveness.

Methodology

• The survey was conducted online from May 21 to June 9, 2020.
• 589 responses were collected, with 77 being from PFL customers.
• The study focuses on B2B marketers and provides insights based on their communication preferences, audience targeting, and campaign performance.

Conclusion

The study underscores the importance of intentional, coordinated multichannel marketing and highlights the strategic value of direct mail when integrated with data and marketing technology. PFL customers are shown to be more successful in achieving high response rates, ROI, and brand representation through their approach to direct mail and multichannel marketing.