2024年跨渠道营销报告.docx

TableofContentsForeword(byTomFishburnei.e.Marketoonist)03ExecutiveSummary04WhoWeSurveyed06ProfileofRespondents06MethodologyandObjectives07ChannelsandPriorities08EngagementChannels08TopObjectivesforMarketersin202411IncreasedFocusonPersonalization12TheGrowingRoleofAIinCross-ChannelMarketing14ChallengesandSolutions17CommonObstaclesinCross-ChannelMarketing17MeasuringandOptimizingCustomerEngagementEfforts23InvestmentTrendsinMarketingTechnology25Cross-ChannelMarketingToday:SummaryofKeyInsights27BuildinganEffectiveCross-ChannelMarketingStrategy281.ookingForward:HowB2CBrandsCanAdaptandThrive-30AboutMoEngage30ForewordbymarketooistMForthelasttwentyyears,vebeendrawingaweeklycartoonaboutourcollectiveadventuresinmarketing.Oneofmyfavoritego-totopicshaslongbeencross-channelmarketing.Deliveringtherightmessagetotherightpersonattherighttimeisaperennialmarketingchallenge,particularlywhentherearemanydifferentwaystocommunicate.Wehaveneverhadgreatertoolsatourdisposalinmarketing,andyetconsumerexpectationshaveneverbeenhigher.Usually,whenIdrawcartoons,Igetinspiredbyanecdotes-eithermyownexperienceasamarketerorwarstoriesthatothermarketerssharewithme.Mysourcematerialisprimarilyqualitative.WhenMoEngageofferedtocollaborateonthisstudy,theypresentedarareopportunitytodiveintothenumbers.MoEngagecollected730storiesfromfellowmarketers(includingmanyMarketoonistreaders)toquantifysomeofthemostcommonapproaches,obstacles,andopportunitiesforB2Cmarketerstoday.Wesurfacedanddistilledthemaininsightsandtakeaways,andIusedthismaterialtocreateaseriesofcartoonsthatcapturethestateofcross-channelmarketingin2024.ThecollectionofcartoonsthatresultedspanseverythingfromfiguringoutAItoworkingwithlimitedbudgetstobalancingcustomeracquisitionwithretentiontostrugglingwithclunkylegacytoolstoelevatingwhatpersonalizationmeansintoday,sworld.mabigbelieverthatlaughingatourselvescanhelpusdoourbestwork.HoldingupthefunhousemirrortowhatWedohelpsusbondoversomeofthethingswe,realltryingtofigureouttogether.Thisreportbalanceslevitywithpracticalguidanceonwhatothermarketersaregrapplingwith.Thegoalisthatithelpsusbecomebettermarketers.Andhopefullygivesusasharedchucklealongtheway.TomFishburneCreatorofMarketoonistExecutiveSummaryInthedigital-firstera,cross-channelmarketingiskeytoengagingandretainingcustomers.Weconductedthissurveytoprovideanunbiased,authenticperspectivedirectlyfromB2Cmarketersthemselves.Ourgoalistohelpyouunderstandhowyourpeersapproachcrosschannelmarketingandtheirstrategiesforeffectiveimplementation.Whilesheddinglightontheevolvinglandscapeofcustomerengagement,thisreportunderscorestheintrinsicvalueofawell-integrated,cross-channelmarketingapproach,includingbutnotlimitedtochannelssuchasEmail,SocialMedia,Website,andMobileApps.Adetailedanalysisrevealspersonalizationandcustomerengagementtechnologyassignificantleversofsuccessfulcross-channelcampaigns.Equippedwithartificialintelligence,innovativetechnologies,anddeeperinsights,marketerscanunderstandtheircustomersbetterthaneverandtailorcommunicationsaccordingtotheirneedsandpreferences.Atthesametime,theresearchunveilskeychallengesofexecutingcustomerengagement,suchasbudgetandresourceconstraints,deliveringpersonalizedexperiences,andlackofclarityaroundchannelperformance.Despitetheseobstacles,marketers'enthusiasmtoincreaseinvestmentincross-channelcustomerexperiencesisevident.Thisreportisdesignedformarketerswhoseektoenhancetheircross-channelmarketingcampaignsandachievebetterROI.markefoortIrmjust100kiC9forVisibihtyintovherepeopleareJcoppno仟intheccustomerJourney.Wesurveyedover700B2Cmarketersandfound: Onaverage,B2Cmarketersuseatleastfivemarketingchannelstoengagewiththeircustomers. 57%ofmarketerssayfindingnewcustomersisakeyfocusareaforthemin2024,followedbyincreasingengagementandloyalty(44.9%). Budgetandresourceconstraintsareatopchallengefor45.4%ofmarketersindrivingcustomerengagement,followedbyprovidingpersonalizedexperiences(39.5%). 64.9%ofmarketerssaytheyareplanningtoincreaseinvestmentinmarketingtechnologyin2024,toimprovecustomerexperience.Butthat,sjustthetipoftheiceberg.Inthefollowingsections,Wedelvedeeperintothereal-worldinsightsfromoursurvey.Bytheendofthisreport,you,lldiscover*:1.Thetopprioritiesandinvestmentfocusfortoday'sB2Cmarketingprofessionals.2.3.4.Thebiggestchallengeshinderingtheirabilitytodelivercross-channelengagement.Howteamsareutilizingtechnologytoenhancecustomerengagement.Bestpracticesforbuildingasuccessfulcross-channelmarketingprogram.WhoWeSurveyedProfileofRespondentsDuringDecember2023,wesurveyedhundredsofB2Cmarketingprofessionalsacrossavarietyofindustriesandjobroles,tounderstandthecurrentstateofcross-channelmarketingandcustomerengagement.IndustryBreakdownTravel & Hospitality53%Food & Beverage 5.7%EducaHon & Edtcch10.1%Media &EntertainmentHealth & Wellness13.2%FinancialServices19.4%Marketing RolesAdditionally,therespondentsrepresentedorganizationsofva