Research from MoEngage has found that nearly half (45 per cent) of North American business-to-consumer (B2C) marketers said they struggle to move quickly enough to deliver timely, personalised customer experiences. Given this, it’s no surprise that 65 per cent of marketers plan to increase their technology spending in 2024. These marketers use at least five engagement channels to reach customers but still have outdated technology tools and even spreadsheets to manage and optimize them. These are just some key findings in MoEngage’s new report, The State of Cross-Channel Marketing 2024.
MoEngage surveyed more than 700+ B2C marketers from companies of various sizes across eight key industry sectors, including eCommerce & retail, financial services, and media and entertainment. The key objectives of the report are to gain insights around cross-channel marketing for:
- Top priorities in 2024 for B2C marketing professionals
- Biggest challenges and opportunities for brand marketing teams executing customer engagement campaigns
- Measuring and optimising customer engagement efforts
- Building a successful cross-channel marketing program
In 2024, marketers indicate that they will measure success primarily through the lens of customer acquisition. Getting new customers is the top priority by a significant margin. Data from the MoEngage survey shows that the top three objectives for brands in the new year are:
- Finding new customers (57 per cent)
- Increasing customer engagement/loyalty (44.9 per cent)
- Retaining current customers (40.8 per cent)
Marketers should take caution and keep sight of prioritising customer retention this year. Retaining existing customers through personalised engagement can provide better ROI than focusing too much on acquisition. This is where having a well-integrated, personalised cross-channel marketing approach will yield rewards.
MoEngage’s research also shows that email marketing is alive and well in North America. The four most popular engagement channels that B2C marketers use are:
- Email (89.6 per cent)
- Social Media (80.3 per cent)
- Desktop Website (67.1 per cent)
- Mobile Website (65 per cent)
- Mobile App (49 per cent)
The data points out a growing trend in digital spaces: Mobile Apps, SMS, and Push Notifications are on the rise. While they’re already showing a promising return on investment, marketers have barely scratched the surface of what these channels can do for customer engagement.
“The survey data shows marketers are spreading their wings across more channels, leading to an increase in active users,” explained Aditya Vempaty, VP marketing for MoEngage. “But they’re hitting a wall with tight budgets, data silos, and outdated tools. These barriers complicate their ability to do deeper data analysis. For a win in 2024, they’ll need to sharpen their strategies with personalized marketing, powered by fresh tech for deeper customer insights—avoiding the pitfalls of flying blind with old systems.”
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