Multichannel Calls to Action - LinkedIn Discussion of the Week
Calls to action in integrated marketing campaigns have a lot riding on them. They have to cross channels, create conversions and do all of that seamlessly.
Enter the latest discussion topic in the LinkedIn group Integrated Marketing Mix.
Group member Colleen T. Reese came up with a CTA of her own in "NEW! Multichannel Marketing Thursdays: Calls to Action." She wants to hear from other IMM members about:
- Where should CTAs appear?
- Which words should you avoid?
- Which words have you found to be hot-button conversion drivers?
- Is "Order Now!" enough these days?
Reese provided marketers with a helpful reference-an article from the August issue of Target Marketing magazine: "Production: The New Call to Action."
Group member Thorin McGee suggested a different angle on integrating calls to action. Citing TM Blogger Debra Ellis as his source, McGee says marketers can have customer data loaded ahead of time and provide one-click conversion options in emails. He details a DCCC fundraising campaign: "The emails have different donation amounts linked. If the recipient is logged in to the site and has previously provided payment data, just clicking the link launches a donation in that amount (the recipient is taken to a confirmation page, but I don't believe any other action is needed)."