Survey results support trend in customer-led, multi-channel marketing with email, the web and direct mail leading the way
Email is the most widely used marketing channel among European businesses according to a recent survey of more than 300 senior marketing executives. Unica Corporation (Nasdaq:UNCA), a global provider of enterprise marketing management (EMM) software and market research and analyst firm, Ovum teamed up to survey marketing decision makers in top-ranking businesses across the UK, France and Germany.
75% of the survey respondents selected email as the most prevalent means of marketing to customers and prospects, followed by 73% who favour the web. While email and web marketing is growing, however, 68% of the businesses surveyed still also use traditional direct mail. In addition, the majority of marketers surveyed said they had no plans to use blogs (65%), multimedia messaging (MMS) (70%) or really simple syndication (RSS feeds) (57%) as a part of their marketing strategy.
The survey participants spanned major industries including business services, consumer goods, manufacturing, retail and technology. The majority of respondents worked in businesses with revenues of more than £166m.
David Bradshaw, principal analyst in Ovum’s software group said: "The results demonstrate that marketers are using a multi-channel approach to reach their customers and prospects. Businesses are becoming increasingly customer-led in their marketing campaigns and strategies, and marketers are driving that change by pinpointing the best channels – and combination of channels - to sell to and service their customers."
Bradshaw continued, "In addition to email and the web, it’s clear that more traditional marketing techniques, such as direct mail and word-of-mouth, are still important elements of that multi-channel approach. Despite the hype, less proven channels – such as MMS and blogs – are not where businesses plan to invest their marketing spend in the near term."
Sylvain Pavlowski, vice president of Unica EMEA, said: "To achieve successful multi-channel marketing that drives increased revenue, advocacy and profitability from customers, marketers must establish clear goals for a multi-channel strategy and obtain organisational buy-in.
"They must consider technology and systems integration issues, but importantly they must also consider their strategy and organisational issues. 35% of respondents for example, still maintain separate teams for traditional and online marketing. To maintain consistency across channels, these teams need to be working closely together as a single unit."
David Bradshaw will be presenting the results of the survey findings in further detail at the Customer Management Community Best Practice Evening Event on 4th May 2006. The event will be held at London’s Cabinet War Rooms. If you would like further details or to register for the event, please click here.
Unica Corporation is a leading global provider of EMM software designed to help businesses increase their revenues and improve the efficiency and measurability of their marketing operations. Unica focuses exclusively on the needs of marketing organisations and its Affinium(R) software addresses the principal functions of EMM including marketing and customer analytics, demand generation and marketing resource management. Approximately 300 companies in a wide range of industries use Affinium to manage the complexities and processes of marketing and to facilitate the operations of a customer-centric business. Unica's customers include ABN AMRO, Capital One, Choice Hotels, Comcast, Lands' End, Nordstrom, Reader's Digest, Scotiabank and Vodafone. Unica has offices across the United States, including its corporate headquarters in Waltham, Massachusetts, as well offices in the United Kingdom, France, Germany, Singapore and India. For more information, call 781-839-8000 or visit www.unica.com.