The Key Roles of 12 Channels in the Customer Journey

Multichannel

Experian Marketing Services sixth annual digital marketers report, The 2014 Digital Marketer, examines cross-channel marketing trends, among other topics. The survey of several hundred global marketers finds that marketers plan to integrate 4 or more channels in their 2014 campaigns. The majority will integrate three to four channels.

In addition, survey respondents were asked how they view the primary roles 12 different channels have in the customer journey-- choosing whether a channel has a “greeter” role (creates awareness), is an “influencer” (generates interest) or is a “closer” (gets the sale).

It should be noted that 85% of marketers report they still operate within channel silos; thus, their answers may reflect being more concerned with the performance of their own channel rather than how it fits into the broader customer journey. Nearly 100% say they market in email, social and web.
 

Source: Experian Marketing Services, 2014
 

Findings:
 

• Websites (ecommerce) were the only channel viewed by the majority as getting the sale done, otherwise known as a closer at 42%, followed by email marketing (30%).
   

• Email marketing was seen as tops for generating product interest as an influencer at 45%, followed by unpaid social media (44%).
   

• A number of channels were viewed as playing the role of greeter -- thus creating awareness. Among channels, search marketing (43%), online display advertising (42%), social media display ads (40%) and print ads (37%) play this role.
   

• Traditional marketing channels are, unsurprisingly, viewed as generating awareness (greeter) and interest (influencer).
   

• Of the offline channels, only direct mail is viewed by more respondents as being an influencer (32%), than a greeter (19%). Being a direct response channel, it's also seen as a closer (20%). While ranking 8 of 12 channels in terms of usage, it was the fifth channel most noted for effectiveness.
   

• Ecommerce sites, email and search marketing were considered to be among their most effective channels in 2013. Note, these are also the channels that are most used by respondents.

Source: Experian Marketing Services, The 2014 Digital Marketer, accessed June 18, 2014.