Multichannel Approach Improves Campaign Performance
Multichannel
January 2009 -- According to InfoTrends Multi-Channel Communications Measurement and Benchmarking study:
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Marketers report an average improvement of 35% for multi-channel campaigns (using print, e-mail, and web landing pages) over single channel print-only campaigns.
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Personalization brings even more improvement to campaign performance. Marketers reported an average improvement of close to 50% for personalized multi-channel campaigns over static print-only campaigns.
- Multi-channel communications also present a significant opportunity for print service providers to increase profitably. Two thirds of service provider respondents that offer multi-channel services reported improvements in overall revenue as a result of multi-channel communications, and half of these service provider respondents agree that campaigns utilizing print, e-mail, and Web landing pages offer high, if not the highest, profitability among their services.
About: The study findings are based on surveys of over 200 corporate marketing professionals and over 300 service providers in the U.S. who are currently engaging in multi-channel communications. To qualify for participation in this survey, the marketers were required to be using more than one medium for their marketing activities. The service providers were required to offer multi-channel services, not only print related services. Due to this qualification, the mix of service provider respondents is not representative of the overall commercial printing market. The bulk of these primary research activities were conducted in November and December 2008.
Source: InfoTrends news release, InfoTrends Study Provides Insight into Multi-Channel Communications Opportunity, January 9, 2009.
