Three Surefire Tips for Multichannel Marketing Success
Before launching into a multichannel marketing initiative at your company, consider the following tips presented by Vernon Tirey, senior vice president for solutions at Waltham, Mass.-based Click Tactics, during a recent Direct Marketing Club of New York luncheon.
1. Don’t be ruled by fear or overconfidence. “Some companies are scared to death of [multichannel marketing], and some companies think it is really easy,” said Tirey. “Both of these extremes can be misleading. The key thing here is that multichannel marketing is a requirement to compete today, so if you are not doing it, your clients are not going to think it is important. To make it work, you really need top-down support and you need bottom-up support.”
2. Make the right hire. “Hire somebody with experience in multichannel marketing and put them on your staff,” Tirey said. “There is a lot of talent out there. Go to an agency that has someone on staff who knows how to do [multichannel marketing], and then go to the [agency’s] clients and ask them if they really did it and if it really worked.”
3. Start Simple. “[Multichannel marketing] is really hard to do, so start simple,” Tirey advised. “You can always innovate as you go forward, starting with 10 versions [of a multichannel program] and going to 10,000 versions. It’s easier than you think if you have the right vendors supporting you.”