Multichannel approach most effective strategy for brand exposure
WASHINGTON, Aug. 9, 2016 — In spite of numerous digital advertising opportunities that have emerged over the last decade, TV advertising is still the primary focus of marketing efforts for nearly one quarter (22%) of US enterprises, according to new survey results released today by B2B research firm Clutch and marketing agency R2integrated (R2i). Still, while survey respondents indicated TV is their number-one priority channel, the study also found that nearly 85% of companies have a website, and almost 80% are active on social media.
The findings strongly suggest that while many enterprise companies depend on digital as part of their multi-channel approach - in an effort to be where their customers are - they also rely significantly on traditional forms of advertising such as TV.
“Marketers recognize a need to be fully integrated and not ignore traditional media as a way of reaching their intended audience,” said Mark Sneider, owner and president of business development firm RSW/US. “They know digital is important and their agency is talking about it and pushing them there, but they continue to value what TV can do for the brand as one component of an entire marketing program.”
The importance of digital is not lost on enterprises, even as they set their sights on TV exposure. Brand awareness is evidently a key driver for developing the multi-channel approach as nearly 35% of marketers surveyed say that brand awareness is their top strategic priority.
Those enterprises that integrate their TV advertising message into a continuous experience across their online presence tend to report the most impactful return on investment, according to industry insiders.
“Today’s buyers expect what they see, hear, or experience on one channel to relate to their next experience with the brand,” said Natalie Staines, Director of Marketing at R2i. “Research shows spikes in searches and social engagements, and sometimes direct purchases following TV advertising so it’s up to the marketer to be prepared to extend the TV experience into those other channels.”
The 2016 Enterprise Marketing Survey also addressed how companies work with marketing agencies and marketing technology platforms. The study involved 500 marketers at US companies with 500+ employees. About half of the survey respondents come from companies with 1000+ employees, and 88% are manager level or higher.
To see the complete survey findings, visit:
For R2i’s take on the survey results including summary infographics, visit:
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R2i is a national full-service agency with offices in Silicon Valley, Seattle, New York, and Baltimore. With diverse expertise and a hands-on approach, R2i guides companies through a complex marketing landscape and builds integrated solutions that accelerate success. R2i’s unique alignment between marketing technology, brand expression, and demand generation results in compelling creative campaigns, better user experiences, and deeper customer connections. Through focused areas of purpose such as web development and technology, multi-channel campaigns, media, loyalty and retention, sales enablement, brand strategy, and content marketing, R2i has consistently delivered on the new promise of marketing integration today for its clients. R2i clients include Microsoft, Hershey, Chevron, American Cancer Society, University of Arizona, Symantec, Atlantic Health, Aramark, and MasterCard.