Marketing is a complex process and not a single event. This holds especially true when engaging in multi-channel marketing. This form of marketing truly requires strategy and a consultative approach from whomever is executing the program for you. Collaborate with the organization that will execute the campaign and utilize their expertise in marketing and the actual execution of the program.
Any good marketing initiative starts with data and intelligence. Data is especially critical when performing a multi-channel initiative. You don’t have to have tremendous amounts of data on your targets, but you do need to take the time to analyze it and capitalize on what you know at the individual level. This will help you determine the messaging, personalization, design and channels to use, not to mention that you will be able to determine if additional data is needed.
Other key components to consider are the analytics you want to gather on the campaign itself and the individuals, lead scoring, marketing automation and ROI. The analytics will provide insight into what is working and what is not and will give you powerful data on the individuals you are marketing to. Adding automation to the process insures that prospects and customers are followed up with appropriately and in a timely manner; increasing your success and freeing you up to focus on higher-level marketing activities. While your program is live, take advantage of logic-based lead scoring to qualify customers and prospects so you and those who follow up, only follow up with individuals that are most likely to take your desired action. The desired call to action needs to be clear and concise, and each channel of the program needs to drive the individual to easily take action. Finally, once the program is finished, take the time to analyze all the analytics and results to determine your ROI.
Multi-channel marketing, when done properly, yields much higher returns compared to only using a single channel. Choosing the right company to partner with; that understands what it takes to perform successful initiatives and has the technology to do it efficiently and effectively is critical. Try a test program with this approach and see how well it works for you.
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