2018 Multichannel Marketing Effectiveness Report Findings

A One-of-a-Kind Customer Engagement Summit

2018 Multichannel Marketing Effectiveness Report Findings

Matt HeinzPresident, Heinz Marketing Incmatt@heinzmarketing.com@heinzmarketing

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Executive Summary

• Multichannel beats omnichannel

• Online + offline beats online-only and offline-only

• Integrated, orchestrated campaigns are key

• The bigger the company, the bigger the impact

Methodology

Types of marketing used

40.4%

53.2%

44.7%

Marketing integration

31.9%

Current level of integration of marketing efforts

Likelihood of diversification

66%

27.7%

Pressure to meet/exceed goals

Competitive actions increasing pressure

Marketing Effectiveness

Multichannel budget allocation

20%13%

Channel usage vs. effectiveness (digital)

12.6%

47.4%

Channel usage vs. effectiveness (non-digital)

Non-digital channels driving highest effectiveness

Considered adding direct mail as a marketing channel

76.9%

What does it mean for YOUR 2018?

• Prioritize integration

• Prioritize channel diversity WITH orchestration

• Focus on target acquisition cost, not just CPL

• Integrate sales channels as well

A One-of-a-Kind Customer Engagement Summit

Thank You!