26 Omni Channel Marketing Statistics To Know

No matter if you're looking an omni-channel marketing or multi-channel lead generation, you'll learn something here!

Written by Majda Anwar

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January 26, 2017

Demand Generation Marketing | Thought Leadership

Last updated May 2020.

In a previous blog post, we defined omni-channel marketing as a strategy and multi-channel marketing as a tactic. Omni-channel must be a top-down initiative across your entire organization, so you need buy-in from leadership.

Here, I’d like to provide you some statistics to help you build a business case for an omni-channel strategy at your organization.

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It takes more than a single interaction to engage a customer – in fact, it takes several:

Campaigns integrating 4 or more digital channels will outperform single- or dual-channel campaigns by 300%. (Gartner Research)
The three most common lead generation strategies are email marketing, event marketing, and content marketing (DM News)
Users often take dozens, if not hundreds, of digital touchpoints on their journey (Think With Google)
Only 48% of respondents craft content based on specific stages of their buyer’s journey (Content Marketing Institute)
70% of marketers lack a consistent or integrated content strategy (Altimeter, via Venture Harbor)
Respondents with 7+ marketing channels in their mix are 26% more likely to say it’s producing good or very good results (PFL)

Many organizations want to conduct omni-channel campaigns, but have trouble executing. Did you know that per Invesp, more marketers have adopted multi-channel marketing strategies to stay on top of market tends than because of the ROI of their campaigns?

Those who are successfully implementing omni-channel see results and have a competitive advantage:

46% of organizations currently deliver poor customer experiences that end up in cart abandonment. (Multichannel Digital Marketing Report)
Only 14% of organizations say they are currently running coordinated marketing campaigns across all channels. (CMO by Adobe)
51% of marketers can’t react to new channels, devices, trends or competitors using their current tech. (Multichannel Digital Marketing Report)
55% of companies have no cross-channel strategy in place (The CMO Club)
64% of marketers cite lack of resources and investment as their top barrier to omni-channel marketing (The CMO Club).
More than half of organizations say that “non-integrated tech platforms” are the single biggest barrier to running more integrated marketing activities. (CMO by Adobe, Three Issues Hindering Progress In Multichannel Marketing)

Related: Our four-part series on Lessons in Customer Experience

Buyers (both B2B and B2C) expect a seamless online buying experience, regardless of the channel:

Omni-channel shoppers have a 30% higher lifetime value than those who shop using only one channel (IDC ,via Think With Google).
98% of Americans switch between devices in the same day. (Google Research)
Only 45% of #B2B marketers achieve the goal to build subscribed audiences. (Content Marketing Institute)
45% of brick-and-mortar buyers check online reviews before buying (BazaarVoice)
78% of B2B customers (and 83% of consumers) say fulfillment options – such as next-day delivery – are important or very important. (The Future of Commerce)
71% of shoppers who use smartphones for research in-store say that it’s become an important part of the experience. (Google).
61% of customers have not been able to easily switch from one channel to another when interacting with customer service (Aspect).
52% of consumers polled like it when customer service is personalized to them and their interests. (Opinium Research LLP, Ovum)

If you want to build a personal, frictionless experience for your customers, look at our Marketing Operations consulting.

Marketing leadership is obsessed with customer engagement.

Showcase to your marketing leaders that this is a hot topic among their peers:

86% of senior-level marketers agree that it’s important to create a cohesive customer journey across all touchpoints and channels.” (The State of Marketing Leadership – Salesforce + LinkedIn)
81% percent of CxOs anticipate more digital interaction with customers by 2020, and 66% expect more focus on customers as individuals. (Silverpop)

Omni-channel marketing impacts customer engagement:

Companies with extremely strong omni-channel customer engagement see a 9.5% year-over-year increase in annual revenue, compared to 3.4% for weak omni-channel companies. Similarly, strong omni-channel companies see a 7.5% year-over-year decrease in cost per contact, compared to a 0.2% year-over-year decrease for weak companies. (Aberdeen Group)
Businesses that successfully employ a consistent cross-channel marketing strategy enjoy a 14.6% year-over-year increase in annual revenue (Omer Minkara: Customer Engagement: From Interactions to Relationships)
50% of multi-channel marketers say they “usually” or “always” hit their financial targets. (CMO by Adobe, Three Issues Hindering Progress In Multichannel Marketing)

I hope that this list of statistics is useful to helping build the business case for omni-channel at your organization!