Multichannel: Full-Circle Marketing
Almost magical advances in technology have enabled a world of convenience and entertainment. For marketers, this has increased customer touchpoints and buying complexity exponentially. Prospects are increasingly less likely to convert in a linear manner—see a commercial, pick up the phone, and place an order—than they were in the past.
Today's consumers hop from channel to channel and from device to device as they make their way toward their goal. It's more like, see a TV commercial, search your phone, email your spouse, and buy the next day when you're on your computer.
Multichannel marketing provides the ability to surround your audience with meaningful messages throughout the purchase journey in a variety of channels. We've identified five direct response tactics to keep them engaged throughout the process and boost your response rates:
1. Serve Banner Ads to Mail Recipients
By anonymously matching your mail file with ad network data—or, in Facebook's case, an email list—it's possible to create a customized target audience for your display campaign.
This tactic serves two objectives: First, starting your banner advertising before your mail drops helps defend the wastebasket by generating awareness and prompting response from mail recipients. In some cases, this has increased response to our mail campaigns by 20 percent or more. Second, if you've done a good job assembling your mail file, this gives you a second channel to use to market to the same list.
2. Click to Call
Use click-to-call in your mobile paid search ads. It sounds obvious, but when people search using their smartphones, they're already in prime positions to make phone calls. Driving smartphone searchers to call rather than click through to a website can be a more organic experience for the user. Plus, filling out lead forms or making a purchase can be difficult on a small screen. Getting prospects to a person on your team can greatly improve response rates. For some campaigns, we've driven four times more click-to-calls than calls from our landing pages.