Omni-Bust: Many Brands Still Don't Have A Mature Marketing Strategy

Media Post / Email Insider

by Ray Schultz , Columnist

Businesses overwhelmingly prefer email as a channel for communicating with customers, according to The State Of Customer Experience, a study from Mitto and Demand Metric.

Of those polled, 75% of customer support staff and 70% of marketers favor email.

But that doesn’t mean they’re happy — revenue is flat all around, no matter what the channel or maturity level.

The distant second channel for marketers — chosen by 46% is — Instagram. And 40% apiece list SMS, Facebook Messenger and Twitter. Voice is the second choice among support staff, at 54%.

However, only 24% of marketers and 11% of communications staffers plan to adopt email next year. Why the low numbers? Perhaps because email is already part of the mix.

Instead, marketers are moving toward Google Business (34%), Instagram (30%) and Voice (30%). And service staff is eying SMS (32%) and Google Business (32%).

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