The Right Mix for 2011

Jan 01, 2011

Digital has taken hold, mobile is growing rapidly, and print continues as a standard for marketing initiatives. So you might be asking yourself, which of these channels offers the most benefit, greatest reach, and best ROI? The answer is all of the above. But the challenge is in integrating them for greater impact.

Eric Boothe
If your company's typical marketing efforts include running an e-mail campaign that drives recipients to an informational website, while for the same brand you have a separate campaign running a set of journal ads, as well as direct mail, all with separate vendors, tracking, and ROI grids ... you are not alone. However, the inefficiencies inherent with this traditional, segregated approach to campaigns will soon no longer be accepted by corporations or their customers.

With the continually evolving technology available, mixing a combination of multiple touch points across numerous channels with a consistent look and feel along with coordinated messages is quickly becoming the standard. The great thing about these integrated campaigns is that not only do they expand the reach of your marketing, but they are infinitely variable according to the needs and desires of the recipient, making it easier to efficiently and effectively market your products.

A Successful Multichannel Campaign

The key to reaching customers in today's 24/7 marketing environment is delivering real-time communication with maximum relevance. Producing generic promotions are simply ineffective. By utilizing intelligent technology, you can achieve customization, brand control, and customer engagement.

Here are some considerations to take into account when developing a multichannel marketing campaign:

» First touch: The first touch needs to be the most impactful and has the option of being introduced across multiple channels. Possible first touches for a campaign might include sending a direct mail piece to prospective clients, simultaneously sending an e-mail blast to current clients, or creating a brochure for the customer to pick up at a pharmacy or physician's office. While the options for a first touch vary, the one thing that every first touch must have is a call to action. The call to action can be a BRC card, a Personalized URL (PURL), a 2-D barcode that links to a customized mobile landing page, or any number of other points of contact you think might be how your customer wants to respond. The key is that the customer engages with the campaign in a way that is comfortable in order to obtain the additional information or services you are offering.

» Second touch: This engagement will most likely be where the call to action takes the customer. Typically, the second touch will be a customized landing page giving additional product or program information, either via traditional Web or mobile device. The purpose of the second touch is generally to drive the customer into a followup program consisting of multiple future interactions. The followup program could be a patient education newsletter, coupons for discounts on your product, or confirmations of an upcoming meeting. It all depends on the purpose of your campaign—and the options here are endless.

» Additional tertiary touches: After the initial interaction with your customer in this type of campaign, there can be any number of followup items depending on the purpose or style of the multichannel campaign, including: a thank-you e-mail; direct mail to drive non-responders into the program; direct mail followup with responders; a newsletter; customized premium items (calendar books, note pads, etc.); additional website access; and periodic e-mail updates (patient information, reminders, etc.)

The options for implementing a successful multichannel campaign are numerous, and with the correct execution, the impact potential and success rates for your campaigns can be greatly increased. Statistics have shown that including personalization in multichannel campaigns can have up to a 23.7 percent increase in response rates as well as generate as much as 23.4 percent in additional revenue.

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