Some 46% of senior marketers only use one channel when running a campaign.
Research carried out by B2B agency Skout showed integrated campaigns are 57% more effective than non-integrated campaigns. However, 63% of marketers reported they’re not utilising multiple channels, even though almost half of respondents felt it was the most important aspect of campaign integration.
More than a third of professionals felt that they didn’t know which channels would work best for their marketing needs. The same proportion said they did not have the training to use multiple channels at the same time. These channels included videos, podcasts, press stories and website testimonials.
Some 85% of marketers thought case studies should be created for use across multiple channels for best results. However, many felt these content assets were significantly underutilised today.
Claire Lamb, director at Skout, said: “Clearly marketers realise the benefits of using multiple channels within their marketing programmes but many are struggling to integrate them effectively. If a business fails to communicate through all the correct channels to reach their audience, they’re limiting the exposure of their content and brand.”
Skout surveyed 100 senior UK marketing professionals in their research report titled: ‘The Integration Imperative’.
