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

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here