INPARTNERSHIPWITH2020THESTATEOFMULTICHANNELMARKETINGTableofContentsKeyFindings4ActionPlan45PART1MultichannelCampaignMix10PART2TargetAudiencesandChannels17PART3AnIn-DepthLookatDirectMail27PART4ResearchInsightsfromPFLCustomers39Forthesecondconsecutiveyear,DemandMetricandPFLpartneredtounderstandhownearly600marketersusemultichannelmarketingandthepowerofintentional,coordinatedmarketingefforts.Theobjectivesofthisstudyareto:Thisreportsharestheresearchresultsandinsightsfromthisstudy.Analyzetheindicatorsthatsignalhighermultichannelmarketingperformance;Sharebestpracticesabouthowtoreachspecificaudiences;Helpmarketersunderstandwhentouseparticulartacticswithintheircampaigns.Introduction43orfewerchannels63%4to6channels77%7ormorechannels74%KeyFindingsMarketerswhouse4to6channelsintheirmultichannelcampaignsreportthebestresponserates.formoredetailonthesurveyandtheparticipants,refertoFIGURE4.Percentageofstudyparticipantswhoreportgoodresponseratesandthenumberofchannelsinuse.5KeyFindingsEventsandintegrated,branded,andpersonalizeddirectmailarethemosteffectivechannelsforreachingtargetaudiences.formoredetailonthesurveyandtheparticipants,refertoFIGURE15.DirectMail(integrated,branded,personalizedwithdata)Events(webinars,tradeshows,virtualevents)82%82%OutboundBDR/SDR71%Percentageofstudyparticipantswhoreportchanneliseffectiveatreachingtheirtargetaudience.6DataaccuracyPleaseratetheimportanceofthesemultichannelcampaignsuccessfactors:73%Understandingaudienceneeds70%Designandbrandingofdeliveredmessages58%KeyFindingsDataaccuracy,understandingaudienceneeds,andbrandingtopthelistofmultichannelmarketingcampaignsuccessfactors.formoredetailonthesurveyandtheparticipants,refertoFIGURE5.7KeyFindingsThevastmajorityofstudyparticipants,84%,reportthatdirectmailimprovesmultichannelcampaignperformance.formoredetailonthesurveyandtheparticipants,refertoFIGURE18.11%Majorimprovement16%Nodiscernibleimprovement39%Moderateimprovement34%Slightimprovement8KeyFindingsMarketersreportbetterresponseratesandROIwhendirectmai...
