5 Eye Opening Statistics about Multi-Channel Marketing

I’m sure you’ve heard the pitch for “multi-channel marketing” before. It’s important to have marketing presence on email, a website, an app, and diversified social media. But why? Recent studies on retail consumer preferences demonstrate how consumers tend to interact with companies in digital spheres, and if you consider your university as a “brand” with a “sales” goal of donations, the statistics below demonstrate the critical need for multi-channel engagement.

1.     89% of media is viewed through mobile applications.

Don’t have a mobile app? Then you’re behind the times. 89% of consumers use mobile applications to view media content. An alumni-facing app can contain news, networking opportunities, events, and more, but having a centralized hub for engagement is extremely useful to your alumni.

2.     The average consumer has 4.3 internet connected devices.

Consumers have endless ways to connect to the internet. Smartphone, laptop, desktop, tablet, smart speakers, smart television, smart watch – you name it, and there is probably some way to connect it to the Internet. In fact, the average consumer has 4.3 Internet connected devices. With that in mind, your communications and engagement efforts need to work on a variety of channels. Emails have to be compelling to open whether your alum is skimming titles on their Apple Watch or systematically going through their inbox on a desktop; your alumni engagement portal has to work on a mobile device and a desktop, and content needs to be dynamic in order to adjust to any device.

3.     90% of consumers move between digital screens throughout the day.

If the fact that consumers tend to own multiple digital devices isn’t compelling enough, data suggests that 90% of consumers move between at least 2 screens every day. If someone starts reading your newsletter on their iPhone but then switches to a desktop computer to open some of the email’s links, the content has to look good on both devices, or your alumni will lose interest. Content has to be optimized to a variety of channels so that nothing is lost when alumni switch screens.

4.     73% of consumers use multiple engagement channels in their interactions with a single preferred retailer.

If the stats above don’t convince you, then you should know that multi-channel engagement is the norm for consumers – 73% of consumers regularly use multiple engagement channels to interact with a preferred retailer. Your alumni are used to engaging with brands they love in a multitude of spaces, so giving them a variety of ways to interact with development efforts will seem normal to them. If you aren’t interacting with your alumni through multiple channels, you are missing out on valuable engagement opportunities.

5.     Brands with multi-channel marketing strategies see an 89% retention rate.

In retail settings, brands that engage clients through multiple channels see a loyalty retention rate of 89%. This principle applies to the alumni space in a similar way. If your alumni constantly have access to news, events, media, and fundraising campaigns through a variety of channels, the university “brand’ will be more salient in their mind when it comes time to make a donation.

Despite the benefits of multi-channel engagement, setting up comprehensive marketing efforts is easier said than done. If you want to talk about how to expand your engagement efforts to be more impactful, feel free to reach out.

Rachael Stein