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INTEGRATED MARKETING NEWS: Multichannel marketing can increase ROI

Multichannel marketing can achieve 60 per cent  increase in ROI according to a survey by web software company Sitecore.

Sitecore surveyed over 220 B2B and B2C marketers and found those considered to be mature multichannel marketers reported a 60 per cent reduction in the sales cycle, 40 per cent reported an increase in marketing-attributed revenues and 60 per cent found an increase in ROI.

The survey, conducted by Forrester, also revealed marketers look favourably on multichannel marketing with 77 per cent agreeing they will drive more sales and profit by evolving into an effective multichannel organisation. However, 35 per cent are struggling to integrate customer interactions across multiple channels.

Speaking about the survey, Darren Guarnaccia, senior vice president of product marketing at Sitecore said, “Marketers continue to struggle with measuring digital strategies and marketing campaigns and their impact on strategic objectives and business success. This study highlights the gains in revenue and customer satisfaction that mature multichannel marketers can achieve.”