Omnichannel marketing efforts can drive significant value in enhancing brand identity and recognition, according to [PDF] a group of 120 executive-level though leaders across advertising, marketing, media and technology industries surveyed by the Winterberry Group in partnership with the IAB. Referring to omnichannel strategies as those “which seek to promote a long-term, channel-agnostic approach to managing and optimizing” the consumer-marketer relationship, the study finds that respondents were most likely to recognize stronger brand identity/recognition as a benefit of the successful application of an omnichannel approach, giving it a score of 3.37 on a 4-point scale (where 4 refers to a frequent benefit, and 0 to a lack of benefit).
Indeed, 60% of respondents said that omnichannel efforts can drive a great deal of value in brand marketing and brand awareness, with another 33% saying the efforts can drive some value. Read the rest at MarketingCharts.
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