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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
