Senior marketers consider data quality and accurate measurement as the keys to multichannel marketing success, according to recent research from Ascend2.
The report was based on data from a survey conducted in May 2024 among 365 marketing decision-makers.
Some 52% of respondents say data quality is among the most essential attributes of a successful multichannel marketing strategy, and 50% say accurate measurement of performance is among the most essential attributes.
Marketing decision-makers say the top challenges they face with multichannel marketing are creating an effective strategy, insufficient budget/resources, and poor data quality.
Marketing decision-makers say they ensure a consistent brand message across multiple channels through regular team communication and collaboration, centralized management tools, and brand and style guidelines.
Marketing decision-makers say AI and machine-learning are the emerging trend/technology that will have the greatest impact on multichannel marketing in the next 2-3 years.
About the research: The report was based on data from a survey conducted in May 2024 among 365 marketing decision-makers.
