How to Utilize This Report:

TIP #1: ENGAGE YOUR AUDIENCE by transforming the charts and insights into your own unique content.

TIP #2: UNCOVER STRATEGIES, TACTICS, AND TRENDS that are proving successful for other marketers.

TIP #3: ENHANCE YOUR STRATEGY by applying data that aligns with your business needs.

This Survey Summary Report is part of a series conducted in collaboration with our Research Partners.

Feel free to adapt, share, and distribute this work, provided you credit Ascend2 and its Research Partners as the source. However, do not imply their endorsement of you or your use of this material.

MULTI-CHANNEL MARKETING TRENDS 2024

The digital marketing landscape is constantly evolving, offering an expanding array of tactics for marketing professionals. These include channels such as email marketing, social media, digital advertising, video marketing, influencer marketing, and more.

With each new channel added to a marketing strategy, fresh opportunities and challenges arise. What are the strengths and weaknesses of each channel? How can they be effectively integrated to enhance overall performance? What emerging trends and technologies will shape future outcomes? These are key questions marketers face when navigating multi-channel marketing.

For years, Ascend2 has provided marketers with valuable research on multi-channel marketing trends, consistently delivering popular and insightful reports. This year’s study delves into the unique strengths and applications of various digital marketing channels, empowering marketers to create integrated strategies that align with their goals.

Ascend2, in partnership with our Research Partners, conducted the Multi-Channel Marketing 2024 Survey during the week of May 12, 2024. We extend our gratitude to the 365 marketing professionals who participated.

Other reports in the Multi-Channel Marketing series include:

• Multi-Channel Marketing 2023
• The State of Multi-Channel Marketing 2022
• Plus, over 10 additional digital marketing topics. Explore more research!

This Survey Summary Report, titled Multi-Channel Trends in 2024, reflects the insights of all market segments involved in the survey. Our participating research partners provide separate exclusive reports on specific market segments.

This report, created by Ascend2, is designed for your benefit. Utilize it in your marketing strategies, reference the charts, discuss the findings in your blog, or share them on social media. Please credit the research as published when sharing.

Enjoy the insights within this report as you plan to optimize your multi-channel marketing strategies in the months ahead.

— The Ascend2 Research Team

RATING EMAIL MARKETING STRATEGIC SUCCESS

The encouraging news is that 30% of respondents now view their multi-channel marketing strategy as very successful (best-in-class) in achieving their strategic marketing goals. Meanwhile, 65% rate their strategy as somewhat successful.

This marks exciting progress: only 17% of respondents considered their strategy best-in-class last year, indicating significant improvement in multi-channel marketing. We hope to see this positive trend continue throughout the year. In this report, we will explore the research findings to uncover tactics and techniques that can help elevate your multi-channel marketing efforts from somewhat successful to best-in-class.

ATTRIBUTES OF A SUCCESSFUL STRATEGY

It may not be the most exciting task, but if you want your multi-channel strategy to succeed, focus on improving your data quality. According to the research, the key elements of a successful multi-channel marketing strategy, as identified by respondents, are high-quality data (52%), accurate performance measurement (50%), and marketing automation (37%).

Tip: To enhance data quality in multi-channel marketing, implement strong data governance practices, such as standardization, cleansing, and validation processes, to ensure data accuracy and consistency across all channels. Utilizing advanced analytics tools and consolidating data from various sources into a single platform can also improve data accessibility and reliability, leading to more informed decision-making and effective targeted marketing.

GREATEST CHALLENGES OF MULTI-CHANNEL MARKETING

This year’s data shows a rising trend in several challenges faced by marketing professionals. Issues such as disconnected technology stacks (17% in 2024, up from 11% in 2023) and siloed or conflicting data (19% in 2024, up from 11% in 2023) have become more prevalent. Additionally, there has been a notable increase in concerns about data quantity (27% in 2024, up from 21% in 2023) and ineffective marketing attribution (32% in 2024, up from 21% in 2023).

While there have been slight improvements, with challenges like insufficient budget and resources (43% in 2024, down from 50% in 2023) and developing an effective strategy (53% in 2024, down from 54% in 2023) seeing a marginal decrease, these issues remain significant. This indicates that resource allocation and strategic planning continue to be major hurdles for multi-channel marketing efforts.

Unlock the full potential of your multi-channel marketing strategy! Continue reading to explore key insights and download the comprehensive 2024 report now.

Related report: DATA-DRIVEN MARKETING TRENDS 2024 | Ascend2

• Methodology and Participants
• Introduction
• Rating Multi-Channel Success
• Attributes of a Successful Multi-Channel Strategy
• Greatest Challenges of Multi-Channel Marketing
• Most Impactful Multi-Channel Tactics
• Maintaining Consistent Brand Messaging Across Channels
• Use of Personalized Content in Multi-Channel Campaigns
• Emerging Trends in Multi-Channel Marketing
• Preparing for the Future in Multi-Channel Marketing
• About Ascend2 Research

Number of Pages:

• 14 pages

Pricing: 

• Free

Methodology

Ascend2 benchmarks the performance of marketing strategies, tactics, and the technology that drives them with a standardized online questionnaire and a proprietary 3-minute Survey format. This survey was fielded to a panel of marketing professionals and marketing research subscribers.