Experian: The future of multichannel marketing – marketer and consumer perspectives
With the shift to multichannel marketing, marketers need clear insights into how the channels they invest in are being used – and perceived – by consumers. They also need the confidence that any investment in new channels will deliver measurable results.
To paint a clear picture of the current state of play in consumer marketing and opportunities for the future, Experian Marketing Services commissioned independent research with 330 Australian marketing professionals across the retail, financial services, government, technology, digital and travel industries; and 1,000 consumers across all demographics.
This research report gives insights into the discrepancies and consistencies between marketing strategy and consumer behaviour. It has produced some fascinating insights for marketers to consider as they move further into an era of multichannel marketing.