It seems that everybody talks about multichannel marketing these days. But how many walk the talk? According to a study conducted by marketing solutions provider ExactTarget, UK marketers are walking the talk more than marketers in other countries.

The result: they’re better connecting with their customers and that boosts the bottom line.

ExactTarget’s study, the results of which are available in the company’s ‘Strategy Meets Customer Expectations Whitepaper‘, was conducted by Forrester Consulting and looked at the multichannel marketing efforts of 312 participating marketers. 68 of them worked for companies in the UK and of these:

  • 93% run multichannel marketing campaigns.
  • 90% believe multichannel campaigns are more effective than single channel campaigns.
  • 80% want to improve their multichannel campaigns.
  • 68% are segmenting their multichannel campaigns.

The benefits to these UK marketers: half are seeing better customer engagement and nearly half report higher conversions and a better understanding of their customers. Well over two-thirds (44%) indicate that their multichannel efforts drive greater overall revenue.

What about the channels themselves?


Over half of the UK marketers surveyed report using email in their campaigns, with email being used most extensively to provide alerts, customer service and promotions.


According to ExactTarget, “UK marketers are well ahead of marketers in other countries when it comes to the adoption of mobile marketing“. 35% of them are using text messaging and 22% employ mobile advertising. Not surprisingly, mobile is considered an effective channel for reaching youth demographics.

Social Media

46% of the UK marketers participating in the study are using social media but, not surprisingly, only 28% say they really know how. The future looks bright though: 75% of the marketers believe that social media is going to grow in importance and more than two-thirds think marketing messages distributed through social media will become more effective.

Putting it All Together

Perhaps the most interesting part of the ExactTarget study is the look at which channels are used in tandem. The most popular tandems may (or may not) surprise you:

  • Email and direct mail (67%).
  • Direct mail and print (52%).
  • Email and print (51%).

The least popular tandems:

  • Print and radio (25%).
  • Email and social media (25%).
  • Print and television (29%).


It’s a multichannel world and UK marketers clearly know that. But there’s plenty of work to be done. Only 29% of the UK marketers surveyed by ExactTarget agreed with the statement “We know how our customers behave across channels“. And it’s obvious that new channels such as social media, while appealing, are still largely a mystery.

All of this means that there’s lots of opportunity for businesses and entrepreneurs who can help marketers collect the right data to manage and evaluate their multichannel marketing efforts and, even more importantly, to make sense of it all.