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1、TableofContentsForeword(byTomFishburnei.e.Marketoonist)03ExecutiveSummary04WhoWeSurveyed06ProfileofRespondents06MethodologyandObjectives07ChannelsandPriorities08EngagementChannels08TopObjectivesforMarketersin202411IncreasedFocusonPersonalization12TheGrowingRoleofAIinCross-ChannelMarketing14Challenge
2、sandSolutions17CommonObstaclesinCross-ChannelMarketing17MeasuringandOptimizingCustomerEngagementEfforts23InvestmentTrendsinMarketingTechnology25Cross-ChannelMarketingToday:SummaryofKeyInsights27BuildinganEffectiveCross-ChannelMarketingStrategy281.ookingForward:HowB2CBrandsCanAdaptandThrive-30AboutMo
3、Engage30ForewordbymarketooistMForthelasttwentyyears,vebeendrawingaweeklycartoonaboutourcollectiveadventuresinmarketing.Oneofmyfavoritego-totopicshaslongbeencross-channelmarketing.Deliveringtherightmessagetotherightpersonattherighttimeisaperennialmarketingchallenge,particularlywhentherearemanydiffere
4、ntwaystocommunicate.Wehaveneverhadgreatertoolsatourdisposalinmarketing,andyetconsumerexpectationshaveneverbeenhigher.Usually,whenIdrawcartoons,Igetinspiredbyanecdotes-eithermyownexperienceasamarketerorwarstoriesthatothermarketerssharewithme.Mysourcematerialisprimarilyqualitative.WhenMoEngageofferedt
5、ocollaborateonthisstudy,theypresentedarareopportunitytodiveintothenumbers.MoEngagecollected730storiesfromfellowmarketers(includingmanyMarketoonistreaders)toquantifysomeofthemostcommonapproaches,obstacles,andopportunitiesforB2Cmarketerstoday.Wesurfacedanddistilledthemaininsightsandtakeaways,andIusedt
6、hismaterialtocreateaseriesofcartoonsthatcapturethestateofcross-channelmarketingin2024.ThecollectionofcartoonsthatresultedspanseverythingfromfiguringoutAItoworkingwithlimitedbudgetstobalancingcustomeracquisitionwithretentiontostrugglingwithclunkylegacytoolstoelevatingwhatpersonalizationmeansintoday,s
7、world.mabigbelieverthatlaughingatourselvescanhelpusdoourbestwork.HoldingupthefunhousemirrortowhatWedohelpsusbondoversomeofthethingswe,realltryingtofigureouttogether.Thisreportbalanceslevitywithpracticalguidanceonwhatothermarketersaregrapplingwith.Thegoalisthatithelpsusbecomebettermarketers.Andhopefu
8、llygivesusasharedchucklealongtheway.TomFishburneCreatorofMarketoonistExecutiveSummaryInthedigital-firstera,cross-channelmarketingiskeytoengagingandretainingcustomers.Weconductedthissurveytoprovideanunbiased,authenticperspectivedirectlyfromB2Cmarketersthemselves.Ourgoalistohelpyouunderstandhowyourpee
9、rsapproachcrosschannelmarketingandtheirstrategiesforeffectiveimplementation.Whilesheddinglightontheevolvinglandscapeofcustomerengagement,thisreportunderscorestheintrinsicvalueofawell-integrated,cross-channelmarketingapproach,includingbutnotlimitedtochannelssuchasEmail,SocialMedia,Website,andMobileAp
10、ps.Adetailedanalysisrevealspersonalizationandcustomerengagementtechnologyassignificantleversofsuccessfulcross-channelcampaigns.Equippedwithartificialintelligence,innovativetechnologies,anddeeperinsights,marketerscanunderstandtheircustomersbetterthaneverandtailorcommunicationsaccordingtotheirneedsand
11、preferences.Atthesametime,theresearchunveilskeychallengesofexecutingcustomerengagement,suchasbudgetandresourceconstraints,deliveringpersonalizedexperiences,andlackofclarityaroundchannelperformance.Despitetheseobstacles,marketersenthusiasmtoincreaseinvestmentincross-channelcustomerexperiencesiseviden
12、t.Thisreportisdesignedformarketerswhoseektoenhancetheircross-channelmarketingcampaignsandachievebetterROI.markefoortIrmjust100kiC9forVisibihtyintovherepeopleareJcoppno仟intheccustomerJourney.Wesurveyedover700B2Cmarketersandfound: Onaverage,B2Cmarketersuseatleastfivemarketingchannelstoengagewiththeirc
13、ustomers. 57%ofmarketerssayfindingnewcustomersisakeyfocusareaforthemin2024,followedbyincreasingengagementandloyalty(44.9%). Budgetandresourceconstraintsareatopchallengefor45.4%ofmarketersindrivingcustomerengagement,followedbyprovidingpersonalizedexperiences(39.5%). 64.9%ofmarketerssaytheyareplanning
14、toincreaseinvestmentinmarketingtechnologyin2024,toimprovecustomerexperience.Butthat,sjustthetipoftheiceberg.Inthefollowingsections,Wedelvedeeperintothereal-worldinsightsfromoursurvey.Bytheendofthisreport,you,lldiscover*:1.ThetopprioritiesandinvestmentfocusfortodaysB2Cmarketingprofessionals.2.3.4.The
15、biggestchallengeshinderingtheirabilitytodelivercross-channelengagement.Howteamsareutilizingtechnologytoenhancecustomerengagement.Bestpracticesforbuildingasuccessfulcross-channelmarketingprogram.WhoWeSurveyedProfileofRespondentsDuringDecember2023,wesurveyedhundredsofB2Cmarketingprofessionalsacrossava
16、rietyofindustriesandjobroles,tounderstandthecurrentstateofcross-channelmarketingandcustomerengagement.IndustryBreakdownTravel & Hospitality53%Food & Beverage 5.7%EducaHon & Edtcch10.1%Media &EntertainmentHealth & Wellness13.2%FinancialServices19.4%Marketing RolesAdditionally,therespondentsrepresentedorganizationsofva
