OK, so your multichannel marketing includes doing direct mail and coordinating that with your e-mail efforts and your website. Great. But are you also integrating telemarketing? And very precisely coordinating all of these efforts?
One company doing all that and more is Disney, which CMO Michael Bloom of The Trump Entrepreneur Initiative in New York City calls the gold standard. "They run excellent, creative direct mail campaigns that drive consumers online with e-mail or website-only offers. But they not only integrate together their direct mail, e-mail and websites, but also their inbound and outbound telemarketing," he describes.
Bloom gives an example: A prospect will receive an e-mail offer, then a direct mail solicitation related to that e-mail a week later. Meanwhile, the same promotions are run on the website with multiple options to proceed, such as calling an 800 inbound number, receiving an outbound call from Disney with pleasant follow-up or maybe another direct mail piece.
According to Bloom, other companies following such an advanced multichannel model include Marriot Hotels and Continental Airlines. He recommends such an approach these days because the universe of direct mail consumers has dramatically shrunk over the past decade. "These unresponsive direct mail consumers haven't stopped shopping or buying, they have just migrated to online channels," he says. "Great direct marketers are embracing that change, listening carefully to their core consumers and responding intelligently by offering them convenient multichannel options for website engagements."
The key is to have a clearly executed strategy of contact and touch points with the consumer. "What you want to avoid," concludes Bloom, "is a mail piece showing up in the consumer's home with no regard to any of the other offers they are getting via other channels."