Wednesday 12 February 2014

KMB | For seamless Marketing it’s got to be Multi-Channel!


For seamless Marketing it’s got to be Multi-Channel!

Multi-Channel marketing is now a mature concept. Regarded as a common sense approach to marketing. Multi-Channel now gives clients a seamless approach to marketing. 

As digital grows, organisations need to pursue strategies that make it easier to integrate communication channels and own the experience to then plan and execute marketing initiatives to  take  advantage of  the  huge benefits Multi-Channel brings to  businesses.

We look at the top 6 communication channel choices and what is happening at the moment.

These are the results of a survey of 120 marketers working in some of the leading organisations across the UK. 

Digital communication channels lead over traditional channels

Not surprisingly, websites are the most widely used communications channel for UK businesses and non-profits; 100% of organisations surveyed have a website, with email used by 95% of organisations. Events are the most popular ‘traditional’ communication channel, used by 91% of respondents, followed by face-to-face communications by 88% of respondents.

The popularity of  telemarketing, direct mail  and press advertising does not  have the same complete ubiquity as the leading digital channels; press and magazine advertising is used by 86% of respondents with 84% using telemarketing and 82% using direct mail.TV and radio advertising was not  widely used by  survey respondents, with 27%  using TV advertising and 30% using radio advertising. 


Fastest growing channels

Mobile

Organisations are waking up to the fact that they need to include mobile as an integral part of an organisation’s digital marketing, with 47% already using mobile as a communications channel and 28% of respondents saying it is on their ‘to do’ list for the next 12 months. Worryingly, 26% state they do not use the mobile channel for the communications and have no immediate plans to do so.


Search Engine Optimisation (SEO)/Search engine advertising

If the website is now the primary communications channel, then it is obviously more important to ensure that an organisation’s website is achieving its full potential  with regards to optimising the opportunities for relevant traffic from search engines, mixed with search engine advertising. 79% of survey respondents are using SEO/Search advertising, with a further 12% planning to use SEO/Search in the next 12 months.

Social media

Social media is confirmed as a mainstream communication channel and continues to grow and further mature as a communications channel, with 88% of respondents already using social media and 8% planning to include social media in their channel mix.

Most important communications channels


Survey respondents rated thirteen communications channels in terms of importance to their organisation with a scale from one to five, with one being the most important.81% of survey respondents rated their website as ‘one’, as their most important communications channel, taking into account respondents who marked both one and two, this figure rises to 96%.

Focusing on respondents’ ratings for the most important channels only, websites were well ahead of face-to-face communications (63%) and email (60%). 



Telemarketing was rated most important channel for just over half of the survey (51%)


The telephone is something that everybody takes for granted, yet it is one of the most important inventions in the world. Let us utilise it to its full capacity to increase your brand awareness and create new customers using telemarketing campaigns.

Call the team now on 01527 518373or visit www.kmb.org.uk






(Statistics from Sitecore Corporation, Whitepaper www.sitecore.net)

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