Early Results of Our Omnichannel Marketing Survey

While our “2018 Omnichannel Marketing Survey” is still ongoing, the early results are surprising. Far from being a retail-only issue, over 75 percent of respondents say the omnichannel customer experience is important in their industries.

While our “2018 Omnichannel Marketing Survey” is still ongoing — we’ve only sent out the first of at least three emails for it, with another coming out today — the early results are surprising. Far from being a retail-only issue, over 75 percent of respondents say the omnichannel customer experience is important in their industries.

The early returns on our Omnichannel Marketing survey find that 75 percent of marketers, across all industries, think omnichannel is important.
The early returns on our Omnichannel Marketing survey find that 75 percent of marketers, across all industries, think omnichannel is important.

What’s more, only 6 percent of respondents so far are in the retail/e-tail sector; more responses are coming from a host of other industries, from non-profits to CPG to financial services in both B2B and B2C.

So far, omnichannel is proving to be an essential concern in 2018 for marketers of all stripes, enough that budgets are shifting to handle it. The early results show that 53 percent plan to spend more on omnichannel marketing in 2018 than they did in 2017, and 7 percent are more than doubling that investment.

What are they investing in? According to the early results, a lot of that investment is going toward customer data, customer service and customer identification.

In the early results, new omnichannel investment is overwhelmingly going to data, customer service and customer identification.
In the early results, new omnichannel investment is overwhelmingly going to data, customer service and customer identification.

Based on tha, it appears that customers are continuing to face challenges in the core capabilities of omnichannel marketing: Knowing who’s engaging where, and putting that together with what they did on the other channels to create a worthwhile experience.

Now, these are only the early results. The survey is far from done, and I’d love to hear from you. There’s still time to be entered to win the $100 AmEx gift card!

So, if you haven’t yet, click here to participate in the Omnichannel Marketing Survey yourself. And keep an eye out in March for the final report and a lot more coverage!

Author: Thorin McGee

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

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