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
Click Tactics, Inc.
With more than 10,000 new subscribers a day, a prominent media and entertainment company was having difficulty cost-effectively managing phone inquiries from new customers. It needed to develop a welcome program that immediately touched new subscribers, introduced them to the product, answered questions, and increased customer service and retention, while keeping costs down. Working with a multichannel marketing provider, the entertainment company developed a welcome program based on individual customer triggers that were activated by a new subscription. The program consisted of a multi-pronged series of communications to new subscribers that was created to eliminate unnecessary phone calls and increase customer satisfaction. The program structure: Day
Imagine being able to time a marketing campaign so it hits exactly when a customer needs the product or service promoted. Today’s trigger-based marketing programs seize the moment by capturing just-in-time data and then turning that data into executable campaigns before the window of opportunity with customers and prospects begins to close. Companies that engage in trigger-based marketing programs are yielding as much as a 400 percent improvement in response rates. They are marrying their knowledge of customer behavior and preference with trigger-based campaigns that strike while the iron is hot, all without busting the marketing budget. Defining Triggers Triggers represent specific moments in time that
Marketers across the globe have been suffering from a kind of feverish desire, second in intensity only to the Gold Rush of 1949, to pursue the treasure within online marketing. The reasoning, it would seem, was that once they were successful in capturing the much coveted online customer, marketers could then proceed to annoy and frustrate them with countless pieces of inexpensive e-mail on a ny subject of their choosing. As is often the case, the marketing industry became focused on the vehicle as savior, at the expense of what counts the most, the message. While the alluring world of Internet communication certainly has provided
When you go to Starbucks, you order a half-caf latte, skim milk, extra foam. The man behind you asks for a cappuccino with soy milk and a sprinkle of cinnamon. The woman behind him? Coffee, black. Starbucks can handle all these preferences—and even better, once you start becoming a regular customer, the baristas will know what you want before you reach the counter, and will be able to suggest that a new blueberry scone would go great with that latte. As such, Starbucks and other customer-minded companies have trained consumers to expect vendors’ offerings to be customized to their wants and needs. That’s where