PFL-2020年多渠道营销报告（英文）-2020.8-51页.pdf

IN PARTNERSHIP WITH2020THE STATE OFMULTICHANNELMARKETINGTable of ContentsKey Findings4Action Plan45PART 1Multichannel Campaign Mix10PART 2Target Audiences and Channels17PART 3An In-Depth Look at Direct Mail27PART 4Research Insights from PFL Customers39For the second consecutive year,Demand Metric and PFL partnered to understand how nearly 600 marketers use multichannel marketing and the power of intentional,coordinated marketing efforts.The objectives of this study are to:This report shares the research results and insights from this study.Analyze the indicators that signal higher multichannel marketing performance;Share best practices about how to reach specific audiences;Help marketers understand when to use particular tactics within their campaigns.Introduction 43 or fewer channels63%4 to 6 channels77%7 or more channels74%Key Findings Marketers who use 4 to 6 channels in their multichannel campaigns report the best response rates.for more detail on the survey and the participants,refer to FIGURE 4.Percentage of study participants who report good response rates and the number of channels in use.5Key FindingsEvents and integrated,branded,and personalized direct mail are the most effective channels for reaching target audiences.for more detail on the survey and the participants,refer to FIGURE 15.Direct Mail(integrated,branded,personalized with data)Events(webinars,tradeshows,virtual events)82%82%Outbound BDR/SDR71%Percentage of study participants who report channel is effective at reaching their target audience.6Data accuracyPlease rate the importance of these multichannel campaign success factors:73%Understanding audience needs70%Design and branding of delivered messages58%Key Findings Data accuracy,understanding audience needs,and branding top the list of multichannel marketing campaign success factors.for more detail on the survey and the participants,refer to FIGURE 5.7Key Findings The vast majority of study participants,84%,report that direct mail improves multichannel campaign performance.for more detail on the survey and the participants,refer to FIGURE 18.11%Major improvement16%No discernible improvement39%Moderate improvement34%Slight improvement 8Key Findings Marketers report better response rates and ROI when direct mail is included in the multichannel mix.for more detail on the survey and the participants,refer to FIGURE 19.(GOOD AND VERY GOOD RESPONSES ONLY)Response Rates With Direct Mail77%ROI Without Direct Mail48%ROI With Direct Mail66%Response Rates Without Direct Mail65%Key Findings 9The executive,or C-Suite,audience is the most sought after by study participants.Direct mail is the best channel to reach them.for more detail on the survey and the participants,refer to FIGURE 8.Direct Mail75%Events(webinars,tradeshows,virtual events)71%Email56%Percentage of study participants who report channel is effective at reaching the C-Suite.Multichannel Campaign MixPART 1Email90%Display advertising/re-marketing56%Direct mail44%Social media marketing84%Search marketing/PPC48%Content Syndication34%Events(webinars,tradeshows,virtual events,etc.)71%Outbound BDR/SDR(can include phone,email,social,etc.)46%Other channel7%Marketers report using a wide variety of channels in their multichannel campaigns.FIGURE 1Which channels do you use in your multichannel marketing campaigns?An excellent place to start sharing the results of this study is with an inventory of channels used in multichannel campaigns.FIGURE 1 shows various channels and their frequency of use.Channels in Use 11The State of Multichannel Marketing 2020Half of this years study participants report using 3 or 4 channels in their multichannel campaigns.4%I dont know4%10 or more14%6 to 9 channels23%5 channels27%4 channels27%3 channels13%2 channels2%1 channelMost marketers use three or more channels in their multichannel campaigns,as FIGURE 2 displays.Number of Channels in a Typical Campaign 12Multichannel Marketing 2020FIGURE 2What is the average number of channels a typical multichannel marketing campaign at your organization leverages?The percentage of study participants who report good or very good response rates improved by 4%in 2020.The most recent edition of this research study continues to pursue answers to the critical question:What multichannel mix drives the best response rates?FIGURE 3 shares how participants rated the response to the multichannel campaigns in this years study,compared to last years study results.Multichannel Campaign Response Rates 132019 Study Results2020 Study ResultsVery good5%6%Good65%60%Neutral24%30%Poor5%4%Very poor1%0%FIGURE 3Overall,how do you rate the response(e.g.click,open,registration)to your multichannel campaigns?Multichannel Marketing 2020While the data still reveals a relationship between the number of channels in use and the response rate for multichannel campaigns,marketers seem to be focusing their efforts on optimizing a core set of channels in 2020.The percentage of study participants who report good