多渠道营销报告.pdf

Benchmark Report MULTICHANNEL MARKETING maximizing program engagement and roiThe most effective marketing channel may be the one youre not yet using.Introduction Executive Summary Multichannel Campaign Mix The Direct Mail Channel Target Audiences and Channels Campaign Response Rate and ROI Research Insights from PFL Customers The Bottom Line and Recommendations Acknowledgements Appendix: Survey Background Table of Contents 18 23 12 40 36 39 33 6 8 4 MULTICHANNEL MARKETING maximizing program engagement and roiIntroduction MULTICHANNEL MARKETING maximizing program engagement and roiMULTICHANNEL MARKETING 5 Heres the deal: at Demand Metric we get to work with a lot of well- known MarTech solution providers. When one of them the leading provider of an innovative B2B digital marketing platform revealed to us that they rely heavily on multi- channel campaigns, with direct mail as the tip of the spear for their lead generation, we took notice. They shared that as many as 40% of their leads are captured or influ- enced through their tightly integrated direct mail efforts. The timing of this revelation was serendipitous, as we had just wrapped up the key findings for this research report, and it added an exclamation point to the results, which this report will share in detail. IntroductionMULTICHANNEL MARKETING 6 EXECUTIVE SUMMARY Executive Summary MULTICHANNEL MARKETING maximizing program engagement and roiMULTICHANNEL MARKETING 7 EXECUTIVE SUMMARY While postcards are the most frequently used direct mail format, the dimensional format does the best job of repre- senting the brand. Respondents using 7 or more channels in their mix are 26 percent more likely to indicate their multichannel programs produce good or very good response. The executive, or C-Suite, audience is the most sought after by study participants. Events and direct mail are the most effective channels to reach them. Just over half of this studys participants include direct mail in their multichannel campaigns, and 80 percent of them report that direct mail improves multichannel campaign performance. When direct mail is personalized and tightly integrated into the channel mix and campaign technology: Average response rates improve significantly, with a 62 percent increase in those reporting good or very good response rates. The ROI of multichannel campaigns improves signifi- cantly, with an 80 percent increase in those reporting good or very good ROI. To understand the importance of multichannel marketing and the power of intentional, coordinated marketing efforts, PFL and Demand Metric partnered to research how marketers are using this strategy, and to analyze the indicators that signal higher overall performance. The goal of the study was to collect data to identify best practices and help marketers know how to reach specific audiences, and when to use particular tactics within their multichannel campaigns. This report shares the research results and insights from this study. Study results show that direct mail is anything but “old school” or “dead.” Its highly effective and ideal for reaching specific audiences. And, when its deployed as an integrated component of multichannel campaigns, the results are impressive. While direct mail isnt a new strategy, theres a new strategy around its deployment, and this learning is too impactful for marketers to ignore. This report details the results and insights from over 575 participants and the analysis of the study data. For more detail on the survey partic- ipants, please refer to the Appendix. Some of the key findings from this study include: Executive SummaryMultichannel Campaign Mix MULTICHANNEL MARKETING maximizing program engagement and roiMULTICHANNEL MARKETING 9 EXECUTIVE SUMMARY FIGURE 1 Email is the most frequently used channel. Multichannel Campaign Channel Mix Social media 81% Events 73% Display advertising/ remarketing 60% Direct mail 56% Email 91% 51% Search marketing/ PPC 47% Outbound BDR/ SDR 35% Content syndication 5% Other channel An excellent place to start sharing the results of this study is with an inventory of channels that comprise multichannel campaigns. Figure 1 shows various channels and their frequency of use. In this study, Events include webinars, tradeshows, and live events. Outbound Business Development Representative or Sales Development Representative includes the use of telephone, email, or social media as part of these functions. The “Other channel” responses included the use of text/SMS, web chat, broadcast media, and partnership marketing. Multichannel Campaign MixMULTICHANNEL MARKETING 10 MULTICHANNEL CAMPAIGN MIX FIGURE 2 Half the study participants are using between three and four channels. Average Number of Channels in a Typical Campaign 17% 5 channels 21% 4 channels 29% 3 channels 1 channel 3% I dont know 4% 7 channels 4% 6 channels 5% 10 or more 4% 8 channels 2% 9 channels 0% 11% 2 channels Figure 2 displays how many channels, on average, study participants are using for a typical multichannel marketing campaign. Two-thirds of study participants use between three and five channels for their campaigns. Its less common for campaigns to include six or more channels only 15 percent in this study average that many channels in a campaign. Analysis of this channel data reveals a relationship between the number of channels in use and the response rate (see Figure 12 and accompa- nying narrative) for multichannel campaigns: This data suggests that to get better response rates, marketers should consider adding more channels to the mix for their campaigns. 3 or fewer channels: 61 percent report good or very good response rates. 4 to 6 channels: 69 percent report good or very good response rates. 7 or more channels: 77 percent report good or very good response rates.MULTICHANNEL MARKETING 11 Integrated, Branded, Personalized Direct Mail 78% Search Marketing/PPC 73% Outbound BDR/SDR 71% Email 68% Events 83% FIGURE 3 Events top the list of overall effectiveness for channels. % effective or very effective Overall Effectiveness of Channels for Reaching Target Audience 63% Display Advertising/ Remarketing 63% Content Syndication 61% Direct Mail 55% Social Media Each channel has its strengths and weaknesses, which is a reason why its necessary to use multiple channels in a campaign. Study participants rated the channels from Figure 1 for their effectiveness in reaching the target audience. Figure 3 shares the results of this ranking. Common sense suggests that when comparing the effectiveness data from Figure 3 to the usage data in Figure 1, the most effective chan- nels are also the most used. Our research found that this isnt the case. Only events occupy a top three ranking on both lists. Marketers are not consistently using the most effective channels. While the study didnt investigate this further, it seems apparent that marketers are guilty of using the channels that are easiest or most familiar, and not necessarily those that work the best. A later section of this report explores which channels work best for specific target audiences. While direct mail is not a new strategy, the strategy of how to best deploy it has changed significantly. Figure 3 depicts that condition. Generic direct mail performs among the least effective at reaching target audiences, but when direct mail is branded well, personalized and integrated with multichannel campaign technology, it moves to the second most effective channel. This report will explore in greater detail the impact of direct mail integra- tion, branding, and personalization. MULTICHANNEL CAMPAIGN MIXMULTICHANNEL MARKETING 12 EXECUTIVE SUMMARY The Direct Mail Channel MULTICHANNEL MARKETING maximizing program engagement and roiMULTICHANNEL MARKETING 13 EXECUTIVE SUMMARY FIGURE 4 Postcard and letter formats see the heaviest use. Usage Frequency for Direct Mail Types Postcard Oversized postcard Letter Dimensional Oversized letter 53% 52% 42% 29% 9% As a channel, direct mail is no outlier, with over half (56 percent) of study participants reporting usage. There are multiple types of direct mail, and Figure 4 shows the usage frequency for the most common types. Marketers are most familiar with postcard and letter formats, and report that they use those formats most. Postcards are the least expensive direct mail format. Many marketers favor postcards because there is nothing to open: the message is easily visible. Dimensional mail formats are a close third in usage. This format includes pieces that are not flat, like the other types, but have an element of depth to them. A dimensional mail piece is often sent in boxes or tubes, and its very form invites opening it. These pieces evoke natural curiosity and tend to drive higher response rates. The Direct Mail ChannelMULTICHANNEL MARKETING 14 THE DIRECT MAIL CHANNEL FIGURE 5 Dimensional mail does the best job of representing the sending brand. Brand Representation Effectiveness Through Direct Mail Postcard Oversized postcard Letter Dimensional Oversized letter 60% 63% 67% 75% 89% All formats can represent a brand well, but some seem to do a better job than others. As a multichannel marketing campaign component, direct mail can represent a brand in a unique way, and Figure 5 provides insight into how well direct mail formats do this. For all formats, more than half of the study participants say that direct mail represents their brand well or very well. The postcard, the most used format (Figure 4), ranks lowest for how well it represents the brand, while dimensional ranks well above all other formats in this regard. The dimensional format is very strong at representing the brand because it can visually and interactively communicate brand values. When consid- ering just those who use dimensional, its overall channel effectiveness ranking, shown in Figure 3, improves. Filtering this channel effectiveness data by those who use dimensional improves generic direct mail effectiveness from 61 percent to 70 percent (shown in Figure 3). 61% 70% Generic direct mail effectiveness Improvement generated by dimensional mail users. MULTICHANNEL MARKETING 15 Major improvement No discernible improvement/ I dont know Moderate improvement Slight improvement 14% 20% 38% 28% 52 percent report a moderate to major improvement in campaign performance when direct mail is one of the channels. How Well Direct Mail Improves Multichannel Campaign Performance FIGURE 6 As Figure 2 shows, marketers rarely rely on a single channel for their campaigns. The channel mix that marketers use in their campaigns should ideally have a symbiotic relationship, with one channel enhancing the performance of the other channels. This study examines how additive direct mail is as a channel when it is part of multichannel campaigns. Figure 6 shares how complementary direct mail is. According to study participants, direct mail clearly enhances multi- channel campaign performance. THE DIRECT MAIL CHANNEL 80% of study participants report that direct mail improves multichannel campaign performance.MULTICHANNEL MARKETING 16 Most study participants report some level of integration. Integration of Direct Mail with Marketing Technology Used for Multichannel Campaigns FIGURE 7 Complete Low None High Moderate 16% 19% 14% 17% 34% Todays marketers rely heavily on marketing automation solutions to manage and track the performance of their multichannel campaigns. Since direct mail isnt a digital channel, however, many marketers may assume that the direct mail channel must exist in a silo outside of the marketing automation system. This assumption isnt true, and this study measured the degree of inte- gration that study participants reported between their direct mail efforts and their marketing automation platforms. Figure 7 shows the status of this integration. Study participants used the scale below to rate the integration of direct mail shown in Figure 7: None: “Direct mail is sent manually or through a separate process.” Low: “We manually transfer selected contacts from one system to another.” Moderate: “We can push lists from one system to another.” High: “Direct mail is sent by a core marketing technology but measurement is separate or not available.” Complete: “Direct mail sends and measurement are an inherent part of our marketing technology.” Its an exception for marketers who include direct mail in their channel mix to not have some degree of integration between direct mail and their marketing technology stack. Two-thirds of participants in this study report moderate to complete integration. THE DIRECT MAIL CHANNELMULTICHANNEL MARKETING 17 Complete personalization A lot A little No personalization None, low or moderate integration High or complete integration FIGURE 8 Integration of direct mail efforts with marketing technology is a clear driver of the ability to personalize direct mail pieces. Level of Personalization for Direct Mail 19% 20% 26% 1% 6% 55% 40% 33% Marketers are familiar with the strategy of personalizing content, and many studies exist that prove that personalized content is more effective. This study sought to understand the level of direct mail personalization. Using the following scale, study participants rated their direct mail personalization: None: “We use the same content.” A little: “We can change content like name and company.” A lot: “We can select content pieces and change content like name and company.” Completely: “We can select content pieces and change many elements of content on any of them.” Marketing technology enables personalization. Analysis of this studys data showed that the level of integration shown in Figure 7 has a big effect on the ability to personalize direct mail. Figure 8 summarizes direct mail personalization by comparing two segments: those that have no, low, or moderate integration to those with high or complete integration. Respondents with high or complete integration of direct mail to their core multichannel technology are 126.9 percent more likely to indicate personal- ization levels as a lot or complete. When integration is moderate or worse, over two-thirds are doing little to no personalization of direct mail. The lack of integration is a serious disadvantage when it comes to personalizing direct mail. The role of marketing technology in enabling personalization, even for direct mail, is quite clear. Well over half of those who have achieved high levels of integration are also more advanced at personalizing direct mail. THE DIRECT MAIL CHANNELMULTICHANNEL MARKETING 18 EXECUTIVE SUMMARY Target Audiences and Channels MULTICHANNEL MARKETING maximizing program engagement and roiMULTICHANNEL MARKETING 19 EXECUTIVE SUMMARY FIGURE 9 Executives are the most frequently