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Why Multi-Channel Marketing Works |
What is MultiChannel Marketing?
Multichannel Marketing is integrating a variety of marketing vehicles that convey a single message or theme. Vehicles are strategically chosen to best communicate the message with clarity and consistency for maximum impact.
Why Should I Use MultiChannel Marketing?
In today's world, business people get information from so many different mediums- internet, mobile devices, print publications, direct mail, e-mail, etc. With multichannel marketing, you cover your bases and increase the chances of your message being seen, heard and absorbed. Different individuals respond to different types of communication. Enforcing your message in multiple mediums strengthens it.
Case Study
In a study reported in Deliver Magazine, a campaign designed by Jigsaw.com experimented with various combined and one-shot marketing vehicles. The result? They achieved a 9.5% higher response rate when mixing three marketing elements than when just one was used. A combination of using e-mail, direct mail, and telemarketing to deliver a constant message was most effective.
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Tips for Effective MultiChannel Marketing
- Use customer analysis and market research as a foundation for your strategy.
- Make sure your message is powerful, clear and consistent in each marketing channel.
- Communicate with your sales team so they are on board with the messaging, timing, and support collateral.
- Set goals. Develop a tracking plan to measure the success of each medium. Make adjustments where it's needed.
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