Segmentation and Testing are the Keys to Multichannel Marketing
Further analysis can be done to discover anomalies in each segment. An example is unprofitable individuals in what generally is one of your most profitable segments. These individuals alert you to the fact that while they look like your most profitable customers, you are not pulling in as deep a share of their spending as you potentially could. Focusing your efforts on effectively communicating with them through preferred channels likely will yield high returns in terms of incremental sales.
Focus on a few segments in the beginning. You may have an idea which segment will respond best to each channel, but in the beginning it most likely will involve more guesswork or art than science. As the amount of information gained through tests grows, so too will the precision of your multichannel marketing efforts.
Market to some of the individuals in a given segment through traditional channels such as direct mail, and to some of them through alternate channels, such as e-mail or in-store offers. Track the results and you likely will notice some emerging trends. Can the unprofitable customers be made profitable by gaining their attention and new business through alternate channels? For each segment, your goal is to uncover the ideal mix of products, pricing and channel strategy.
Create a Personal Touch
Because multichannel marketing is a relatively new concept, there isn't a huge body of information or experience to rely on. As a marketer, you must test channels across various segments of your customer and prospect bases to uncover channel preferences. Once that is done, you must use the information across the enterprise, and not hoard it in one department or sector. Then, approach multichannel marketing at the consumer level, not the account level. This creates the personal touch that only enterprise-wide multichannel marketing can provide to consumers.