US enterprises are now deploying eight different marketing channels on average, with website and social media the most used, according to a new study published by marketing agency R2integrated and research company Clutch. The report found that 85 per cent of enterprises now have a corporate site, while 80 per cent post content on social media.
While digital media and content marketing are increasingly important popular activities for modern enterprises, many are still relying on traditional forms of advertising, including TV and radio, as part of a multi-faceted approach.
Mark Sneider, the President and owner of business development company RSW/US, said: “Marketers recognize a need to be fully integrated and not ignore traditional media as a way of reaching their intended audience. They know digital is important and their agency is talking about it and pushing them there, but they continue to value what TV can do for the brand as one component of an entire marketing program.”
The report found that traditional channels were more likely to be used by B2C marketers, while B2B marketers favoured strategies such as content marketing. For B2B, content is seen as a critical enabler, as it plays a key role during each stage of the buying cycle due its complexity. Even those who favour TV are aware that digital is vital for brand reach, which is a top priority for 35 per cent of marketers.
“Today’s buyers expect what they see, hear, or experience on one channel to relate to their next experience with the brand,” R2integrated’s Director of Marketing, Natalie Staines, added. “Research shows spikes in searches and social engagements, and sometimes direct purchases following TV advertising so it’s up to the marketer to be prepared to extend the TV experience into those other channels.”
Enterprises are also increasingly using tech tools and products to support their marketing campaigns. Analytics tools were the most widely used, and for good reason, as the report noted that it is now wise to invest in business intelligence in order to optimise campaigns effectively and track return on investment. Other popular tools include CRM software, social community management platforms and web content management systems.
