Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

5 Practices of Successful Multichannel Marketers

June 15, 2012 By David Lowndes
Get the Flash Player to see this rotator.
 

As a marketer, one of your biggest challenges is engaging prospects in an increasingly crowded and diverse business environment. Single-channel campaigns are the marketing equivalent of putting all of your eggs in one basket. The smart money's moving to integrated, multichannel campaigns because multiple channels produce better returns. In retailing, for example, the consulting firm of Deloitte says multi-channel customers spend three to four times more than single-channel customers.

As with any marketing program, multichannel campaigns require strong, consistent messaging and creative design, and well-timed, accurate implementation. Here are a few additional practices that will help your multichannel communications produce optimal results.

1. Targeted Prospects
Mass-marketing campaigns average a 2 percent response rate and are on the decline
, according to research and advisory firm Gartner. Segment your universe of prospects and direct your messages to those segments for which your product or service is most relevant with respect to their problems, needs, desires, lifestyle or other meaningful variables.

2. Personalized Communications
Personalization increases response rates. Caslon's Response Rate Report, which compared results of generic versus personalized campaigns for six vertical markets, found that personalized campaigns for insurance and financial services companies averaged returns of 10.8 percent, versus 2 percent for nonpersonalized campaigns. Results among retailers were even more dramatic—19.9 percent versus 1.9 percent. Today's variable data printing and electronic media make personalization easy and relatively inexpensive.

3. Defined Customer Touch Points
Map out in advance all opportunities to interact with your customers and determine how your employees should communicate with them. A word to the wise, however: sometimes, less is more. A Journal of Marketing study indicates that too much communication can create negative reactions. While using multiple channels aligned with customer preferences mitigates effects of over-communicating, at some point  "enough is enough," as the title of the study states.

4. Communicate Through Channels Your Prospects Prefer
As reported in the January issue of Target Marketing, 50 percent of U.S. consumers say direct mail gets more attention than email, 37 percent watch TV for daily consumer product info and only 6 percent called social media and blogs "trustworthy," while 21 percent found newspapers and websites trustworthy. Additionally, the type of offer influences which channel you should use. The same article notes that mail was preferred over email by 41 percent of consumers receiving sensitive health information, 36 percent for both insurance and financial services offers.

 

Companies Mentioned:

SPONSORED CONTENT

MORE ON DIRECT MAIL, PRINT AND POSTAL >>

FROM THE BOOKSTORE

Available as a PDF.<BR> <BR>In these challenging economic times, get access to powerful statistical evidence to fortify your decisions and justify your expenditures! <BR><BR><EM>The Power of Direct Marketing</EM> provides top-line comprehensive analyses and forecasts from the DMA/Global Insight economic model on the impact of direct marketing across all industries and sectors of the economy.<BR> <BR>Emphasis on Short-Term Forecasts! Recognizing that many businesses need to plan for the coming year, included are next-year forecasts, as well as current year data, five-year forecasts and historical context going back one year and five years. <BR><BR>Access the latest top-line data, highlighting: 
<LI>Return on Marketing Investment 
<LI>DM Advertising Expenditures 
<LI>DM-Driven Sales 
<LI>DM-Driven Employment 
<LI>DM Impacts by State and by Industry 
<LI>Plus, Brand New Content! In the 2009-10 Edition, the Power of Direct includes for the first time Mobile Marketing and breaks down internet marketing into 5 channels. As a result, the report slices data along: Data is broken down by channel, industry, and business model including: 15 major channels: 
<LI>Direct mail (Non-catalog) 
<LI>Direct mail (Catalog) 
<LI>Telemarketing 
<LI>Email 
<LI>Internet Display Advertising 
<LI>Search Engine Marketing 
<LI>Social Networkng sites 
<LI>Internet (Other) 
<LI>Mobile 
<LI>Direct Response Television 
<LI>Direct Response Radio 
<LI>Direct Response Magazines 
<LI>Direct Response Newspapers 
<LI>Direct Response Insert Media 
<LI>Other 52 major industry groupings 51 geographic regions 4 intended purpose categories: 
<LI>Direct order 
<LI>Lead generation 
<LI>Retail purchase 
<LI>Fundraising 2 major markets: <BR>Business-to-Consumer <BR>Business-to-Busines</LI> Power of Direct Marketing: ROI, Sales, Expenditures, and Employment in the US, 2009-2010 Edition

Available as a PDF.

In these challenging economic times, get access to powerful statistical evidence to fortify your decisions and justify your expenditures!

The Power of Direct Marketing provides top-line comprehensive analyses and forecasts from the DMA/Global Insight economic model on the impact of direct marketing across all industries and sectors



...

ORDER NOW

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: