When it comes to marketing, we’re so used to the ephemeral nature of our work that we often don’t acknowledge how many different communication channels we’re juggling on a daily basis. Emailing and texting have remained strongholds in our cross-channel toolkit, sure, but every day we’re keeping up with trends and educating ourselves about the next big thing.
At the height of the pandemic, folks were joining Clubhouse. Today, they’re swapping X/Twitter for Threads, Mastodon, or Bluesky. And consumers are multitasking just as frequently, whether it’s getting product recommendations on TikTok before adding items to their in-app shopping cart or digging through their inbox for a coupon while browsing their favorite store.
Because cross-channel marketing is always in flux, we’re sharing 30 of the latest cross-channel marketing stats to keep you up to date, so you can create integrated, holistic campaigns your customers love.
Key Cross-Channel Marketing Stats
Today’s Consumers are More Digitally Native
- Average time spent with digital media increased from 6.8 hours per day in 2019 to 8.1 hours in 2021 (Deloitte)
- Mobile commerce is increasing by 61% in the U.S. and 40% in the UK over the last 12 months (Internet Retailing)
- 32% of Americans have made a purchase on a social media platform in the past year (Deloitte)
- Younger shoppers are 2X to 3X as likely to have shopped using emerging media, like social media, virtual try-on, and online live stream (Think With Google)
Seamless, Cross-Channel Experiences are Expected
- 72% of consumers say they would rather connect with brands and businesses through multiple channels (Gitnux)
- 64% of customers expect a seamless experience when interacting with companies through digital channels (Gitnux)
- 73% of consumers point to customer experience as an important factor in their purchasing decisions (PWC)
- 73% of shoppers expect brands to understand their unique needs and expectations (Think With Google)
- One in three consumers (32%) say they will walk away from a brand they love after just one bad experience (PwC)
Impact of Cross-Channel Marketing
- Multi-channel shoppers spend three times more than single-channel shoppers (Invesp)
- Companies with strong multi-channel marketing see a 9.5% increase in annual revenue on average (Gitnux)
- Brands with consistent, effective multi-channel marketing have customer retention rates around 91% higher than those that don’t (Gitnux)
- An overwhelming majority (95%) of marketers feel that a strategy that integrates marketing channels enables for better targeting of the right audience at the right time (Ascend2)
- Multi-channel marketing can increase engagement by more than 300% (Gitnux)
- 63% of U.S. consumers say they’d share more information with a company that offers a great experience (PwC)
Challenges of Cross-Channel Marketing
- 95% of marketers say that they know how important multi-channel is for targeting, but only 73% have a multi-channel strategy in place (Invesp)
- Only 23% of marketing professionals would describe their multi-channel marketing strategy as very successful (Ascend2)
- 37% of B2C marketers say their top challenge is creating a single view of the customer across channels and interactions (Forrester)
- 26% report their organization’s biggest concern regarding their marketing efforts is reaching audiences on increasingly crowded digital channels (Bynder)
- Only 30% of marketers are highly confident of their ability to deliver multi-channel strategy (Invesp)
- 80% of organizations struggle to identify a common set of metrics and methods to successfully measure and attribute multi-channel marketing effectiveness (Gartner)
Unifying Customer Data and Automating Campaigns are Crucial
- 87% of marketers consider data the most underutilized asset in marketing organizations (Gitnux)
- 83% of companies admit they’re unable to turn fragmented data points into comprehensive user records (Segment)
- 83% of marketers believe it is now a challenge to unify consumers’ data when so many have multiple identities across platforms (Internet Retailing)
- Over half of marketers said automation will either increase efficiency, free up time to focus on more important tasks and/or improve brand consistency for their organization (Bynder)
- 79% of marketers claim to have unified customer profiles, but only 35% of consumers believe brands they interact with understand their shopping needs (Internet Retailing)
The Future of Cross-Channel Marketing
- Nearly eight in 10 executive leaders in retail foresee embracing the omnichannel experience as a top growth opportunity (Deloitte)
- 86% of marketers feel that multi-channel marketing is increasing in effectiveness (Ascend2)
- 51% of companies use at least eight channels to interact with their customers (Gitnux)
- Six out of 10 (59%) marketers feel they are using the right number of channels in their marketing strategy (Ascend2)
More Effective Cross-Channel Marketing
Regardless of the number of mediums marketers add to their strategy, cross-channel campaigns don’t have to be overwhelming as long as they’re orchestrated seamlessly. If you’re thinking, “Easier said than done,” then we’ve got you. Here are several resources to help you craft the optimal cross-channel customer experience.
- How to Orchestrate Your Cross-Channel Campaigns for Peak Harmonization
- 7 Tips for Designing the Best Cross-Channel Customer Experience
- Moving Beyond Email: 5 Channels to Incorporate Into Your Marketing Strategy
- The Iterable Cross-Channel Campaign Cookbook
Cross-channel marketing is all about connecting to your customers wherever they are, and we’d love to connect with you to make that happen. Schedule a demo to chat with us about taking your campaigns to the next level.
