Multi-channel marketing fails to reach right audience

Brands are failing to reach consumers by not running multi-channel marketing effectively, according to a report by Experian CheetahMail.

It found 57% of consumers think marketers don’t target them well, despite most saying they were happy to be marketed to by brands across multiple digital channels.

The research showed younger people are more likely to be open to brands contacting them on social networks, with 51% of 18-24-year-olds saying they would be happy to follow brands there.

The main reason was to find out about sales and special offers (33%) or to hear other users’ experiences and reviews (17%).

Some 45% of respondents said they’d respond to emails that had more information or discounts on items they’d previously researched.

Steve Lomax, MD of Experian CheetahMail EMEA, said, “Brands that intelligently integrate digital channels will be most effective. ITV is a good example: it integrated email and social media to build and engage its online audience. It’s vital to present customers with the right offer at the right time through the right channel mix.”

According to ITV, multi-channel activity for I’m a Celebrity attracted more than 100,000 fans a week to its Facebook fan page at its peak.

This story first appeared on

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