Businesses Pursue Multi-Channel Marketing To Drive Brand Awareness
Marketers are expanding into digital platforms to be where their customers are, but continue to rely on traditional advertising channels such as television. A survey from business-to-business research firm Clutch and marketing agency R2integrated found that while television remains respondents’ No. 1 platform, nearly 85 percent of companies have a website and almost 80 percent are active on social media.
Brand awareness is a key driver of their multi-channel approach, with nearly 35 percent of respondents listing it as their top strategic priority. Customer loyalty is the top strategic priority for 32 percent of those surveyed, and measuring ROI is the top priority for 19 percent.
For most businesses—84 percent—their website is their most utilized marketing and advertising channel, topping social media (78 percent), print (65 percent), and email marketing (60 percent). Television is used by 57 percent of marketers, ahead of direct mail (54 percent), events (53 percent) and display/banner ads (53 percent).
“Today’s buyers expect what they see, hear or experience on one channel to relate to their next experience with the brand,” says Natalie Staines, director of marketing at R2integrated. “Research shows spikes in searches and social engagements, and sometimes direct purchases following TV advertising so it’s up to the marketer to be prepared to extend the TV experience into those other channels.”
Clutch and R2integrated’s study, “The 2016 Enterprise Marketing Survey,” included 500 marketers at U.S. companies with more than 500 employees; about half came from companies with 1,000 or more employees, and 88 percent were manager level or higher. To see its complete findings, click here.