London, 5 October 2010: Whilst the majority of larger companies are using at least three marketing channels, over half are still storing the data gathered from each channel separately, according to new research commissioned by marketing service and data company dbg.

To understand how modern marketers are embracing multichannel marketing, its benefits and challenges, dbg commissioned Dynamic Markets to survey 100 marketing professionals within a cross section of companies employing over 250 people.

The report Multichannel Marketing Today reveals over 51 per cent of the organisations surveyed use more than five different marketing channels and 98 per cent use over three. The brands questioned appear to be reaping the rewards of using a number of different routes to market, with 76 per cent reporting improved brand exposure, 68 per cent better customer service through insight and an impressive 62 per cent increased revenue.

Fifty one per cent of respondents said multichannel marketing helps them to reach ‘difficult to access’ audiences, with the percentage increasing to 62 when just those using social media are considered, compared to just 35 per cent of those who are not using this channel.

When asked about the challenges of multichannel marketing, 71 per cent cited maintaining high quality data as a major challenge and when it comes to the legalities of managing data, 49 per cent admit they find it a challenge to remain compliant.

Richard Lees, Chairman of dbg, says: “Our research confirms multichannel marketing is alive and kicking and hugely valued by the organisations we contacted. But integrating these channels seems to be a major issue, even for larger companies, with over half considering each activity separately and only 35 per cent storing the different data gathered from each avenue in a single database.

“Data is at the heart of both the challenges and opportunities multichannel marketing offers. Only those companies which fully integrate their marketing channels and data will understand their customers sufficiently to make well informed decisions on where to direct marketing spend and ultimately reap the full rewards of multichannel marketing.”

For a copy of the report findings visit www.dbg.co.uk/multichannel
ENDS
For more dbg press information contact:
Debbie Walker, Triana Marketing T 01628 635831 mb 077486 40577
Dawn Cremin, Triana Marketing T 020 8444 0627 mb 07939 530317
Hannah Graham, dbg T 020 7811 0177 mb 07500 988008

Notes for editors
dbg (Database Group) is a leading marketing service provider, providing database, analytics and email marketing solutions to clients across the UK. The organisation works alongside its clients to understand their customers and prospects in order to deliver targeted marketing strategies and measurable performance outcomes. Using years of knowledge and experience, appropriate tools and structured test and learn programs, clients have the insight to find, win, keep and grow their customers.

The privately owned organisation has offices in London, Bristol and Milton Keynes, employing over 80 people nationwide. They have a wide range of clients with relationships charting up to 40 years. Clients span Retail, Finance, Automotive, Manufacturing, Travel & Leisure, Gaming, Charities and Government sectors and include Ted Baker, Gant, Ann Summers, Renault, William Grant & Sons’, 3M, L’Oreal, Esso, AXA, Pizza Express, Zizzi’s, ASK restaurants, Experian, UBMi, Center Parcs, Dyson, Racing Post and Volvo.
www.dbg.co.uk

Published on: 9:38AM on 18th October 2010