Wednesday, April 18, 2007

The Keys to Multi-Channel Marketing Success

On a recent American Marketing Association webcast, John Campbell, VP of Sales from Accudata Integrated Marketing, discussed the importance of integrating Multi-Channel Marketing into your overall marketing strategy. It reminded me to remind you that it really isn't all that difficult to get started -- and it can really improve your campaign results when you do it correctly. Here are a couple of things to consider as you look at multi-channel marketing for your business.

First, expand your customer touchpoints: Ensure that your customers have multiple ways to respond. This way, they can choose whichever channel that they are most comfortable with -- and chances are, they will respond more positively and more often. For example, if you normally focus on telemarketing, consider testing direct mail or email marketing. A test doesn't have to break the bank and can provide you with a whole different group of responders that you weren't reaching through telemarketing.

Second, examine your customer communication preferences: It isn't enough to just expand the way that you are reaching out to your customers. For a successful multi-channel marketing approach, you also need to examine how your customers want you to communicate with them. Even if a certain customer visits a retail location, it may only be to "test drive" the product. Many try products out in a store, only to go home to their computers to order it. You won't know this until you take the time to examine how your customers prefer to interact with you.

Once you've implemented the two points above, you will definitely be well on your way to improved response rates. Not only have you identified more ways to communicate with your customer base, you are communicating with them in the way that they prefer -- hence, a more positive customer experience and better profitability to your bottom line.

For more information on John's presentation, simply go to this AMA website.

And, if you're interested in seeing a recent RRW newsletter on Multi-Channel Marketing, click here and check it out!

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