Brands that deploy content marketing campaigns across three or more channels can significantly increase key metrics and deliver better returns compared to those that stick rigidly to single-platform strategies, according to new research released on Tuesday.
Omnisend’s new study looked at the impact of the channels that marketers use to reach and engage with audiences. The primary takeaway is that more is better as campaigns with multiple channels see a 90% increase in customer retention rates, among other benefits.
Marketers relying on single or two-channel campaigns are struggling to drive positive actions from end users. Merely adding a single channel, such as Facebook Messenger or Google retargeting ads, can transform a campaign’s effectiveness and increase both engagement and purchase rate by as much as 250%.
The study suggests that brands may benefit from breaking out from tried-and-trusted routines in 2019 and looking at new mediums, formats and channels to regularly engage with consumers.
End users who engage with campaigns across three or more channels are also more likely to spend more and return at a later date. The study noted that deploying more channels is a simple change that will enable brands to better respond to the needs of customers.
“This data validates the reason we began to focus on omnichannel marketing in the first place,” Omnisend’s CEO Rytis Lauris said. “This is what customers want, and omnichannel marketing isn’t the future of ecommerce, it’s the here and now. Merchants who want to get the most of their marketing should begin integrating more channels into their marketing mix.”