13 Multichannel Marketing Tactics (of 35) to Improve E-Marketing Profitability Tomorrow
Strategy No. 28: Months One to Three
"The analytics I perform strongly suggest that months one, two and three are critically important in the development of new customers," said Hillstrom. "If there was ever a time for human contact, it's then. For many businesses, half of all newbies who will ever buy again do so in this three-month window."
Strategy No. 29: Merchandise Categories
"Too often direct marketers focus their marketing efforts on channels — catalogs, email, search, social, mobile, etc." Hillstrom advised marketers to instead focus their efforts on merchandise categories. "Customers who buy from multiple merchandise categories are often more valuable than customers who buy from multiple advertising channels."
Strategy No. 31: Filtering
"Existing customers will increasingly determine the communication strategy they want," according to Hillstrom. "Some will want catalogs and direct mail; others search, email and websites; others mobile and social media; and still others the iPad. All will consume media." Learning those media preferences and filtering contacts by them will let you trim waste from your marketing communications and generate more profit.
Strategy No. 35: Digital Profiles
"We need to combine the channels customers buy from with the merchandise they purchase," said Hillstrom, to create "digital profiles." These are models of how each customer looks when shopping, and Hillstrom points out that they're actionable. "We know that certain customers have certain online behaviors and like certain merchandise, and we can tailor their online experiences to these behaviors."