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www.accudata.com 4 Steps to Implementing Multi-Channel Marketing

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Page 2: Multi-Channel Marketing Guide - Integrated Marketing Solution · “AccuData helps our customers grow a profitable customer base by creating consistent customer experiences across

Table of Contents

A Brief Introduction to Multi-Channel Marketing ............................... 4

Why Should You Use Multi-Channel Marketing .................................. 5

4 Steps to Multi-Channel Marketing.........................................................7

Understanding Your Audience ...................................................................7

Plan to Reach the Right Customers at the Right Moment.............. 8

Adding Digital Channels to Print Campaigns .....................................10

Implement Your Multi-Channel Campaign........................................... 12

The Expected Results of Multi-Channel Marketing........................... 13

Mini Case Study: An Agency Provides Increased Engagement ..14

www.accudata.com

Page 3: Multi-Channel Marketing Guide - Integrated Marketing Solution · “AccuData helps our customers grow a profitable customer base by creating consistent customer experiences across

“AccuData helps our customers grow a profitable customer base by creating consistent customer experiences across a multi-channel marketing platform. With our vast insights into consumer and B2B data and analytics, AccuData can assist in maximizing marketing dollars.”

Karen Blanchard,VP of Marketing

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www.accudata.com | 4

Direct marketing channels establish a direct line of communication with your desired audience.

• Digital Display Advertising• Direct Mail• Email Advertising• Social Advertising• Telemarketing and more!

Have you ever noticed a brand following you around? One day, you look at a nice new set of bath towels at Macy’s while you’re browsing the web. The next day you see those bath towels in an ad in your Facebook Newsfeed. Then, you get an email with those same towels shown right up top. The next thing you know, you’ve even received a set of Macy’s coupons in the mail.

This is called multi-channel marketing, and more than anything, it reminds you of how much you want to make that purchase. Multi-channel marketing is when companies interact with potential customers through more than one channel, both direct and indirect. Mail, like the Macy’s coupon, is an example of a direct marketing channel. Posting images of bath towels on Facebook is an example of indirect marketing.

By combining these core tactics into one campaign, each of the channels you use ensures a higher response rate and better results for either your own marketing or your clients’ offers. When you combine direct digital channels with your direct mail marketing, it creates increased engagement from your target audience and provides you with additional opportunities for increasing revenue.

A Brief Introduction toMulti-Channel Marketing

Direct Marketing Channels Indirect Marketing Channels

Indirect marketing channels are used for building awareness and rapport with current and prospective customers.

• Blogs• Mass Media• Newsletters• Social Pages and Posts• Trade Shows and more!

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Why Should You UseMulti-Channel Marketing?

We see ads everywhere we go, all day long. By some estimates, people today see 5,000 or more ad messages daily. In other studies, message and brand exposures can range from 3,000 to 20,000 daily. No matter the study, the conclusion is really the same: people are exposed to more advertising today than ever before and if you want to get a response, your marketing needs to meet this challenge.

On the path to purchasing, the buyer journey is complex and studies show it may take 7 to 13 touches just to create awareness.

When you use a multi-channel marketing strategy, you increase the number of messages you send so that it’s more likely to stick. You also have the opportunity to reach people in the right place, with the channel they prefer.

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Customers expect more from the brands they choose to interact with today than they did even yesterday. People expect to open an email and find relevant content, and they are more positive about receiving emails including products they have previously looked at online. The only way to keep your prospect’s limited attention span is by creating an experience for them that is personalized and delivered on the platforms they want. A multi-channel marketing approach gives you additional opportunities to make an impression and allows you to deliver your message in a more sophisticated way that meets the rising expectations of your audience.

Perhaps the best part of the multi-channel approach is that when you’ve already got a direct mail marketing plan in place, adding a variety of digital channels to employ a full multi-channel campaign is simple.

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4 Steps to Using Multi-ChannelMarketing

1. Understanding Your Audience

Knowing who you want to target is crucial for any marketing plan. While using a traditional approach with a prospect list or in-house database is not a bad idea, if you really want to know that you’re going to get the best results possible, it’s time to turn to analytics. If you or a client has an existing database, there are ways to use this information to your advantage.

Descriptive analytics, such as AccuData’s SnapShot, creates a basic profile of your best current customers. With this information at your fingertips, you can more accurately target prospects who are similar and get more ideal customers.

Predictive analytics offers an even more sophisticated approach, allowing you to go beyond profiling. A predictive model such as AccuModel Response allows you to identify the key characteristics of your best customers and then use those factors to find more prospects that are most likely to respond to your offers, make purchases, renew subscriptions, or take another desired action. If you want to dive even deeper, a model like AccuModel Predict uses advanced techniques to uncover the probability that prospective customers will respond or make purchases. Last, if you want to truly understand your customers, a custom predictive model can be made to help target a specific, desired behavior. With the data you have or that your clients can provide, you can drive better results for every marketing campaign (regardless of the channels you’re using) by finding the right group of prospects who are most likely to respond.

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2. Plan to Reach Your Customers at the Right Moment

Once you know who you are targeting in your campaign, it’s important to determine how your customers journey through the buying process. Customer buying cycles are different, so knowing where and how you’re approaching is nearly as important as ensuring you have a good audience for your offers.

Let’s go back to Macy’s for a minute, but this time let’s talk about buying a pair of black pants. One woman shopping in Macy’s already has decided she needs a new pair of black pants for work, so when a salesperson approaches she is grateful for the help to quickly locate what she wants to find. The additional information that there is a store-wide sale going on is also welcomed, since she fully plans to buy the pants today.

Another woman at Macy’s is just browsing, since she doesn’t have any particular need in mind, and when the salesperson interrupts her it isn’t welcomed. She’s in a completely different part of the customer journey, the “awareness” stage, while the woman in the previous example is ready to buy.

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Understanding where your customers are in their journey is a great way to get a better response. When you take the time to map out journeys like these, you can provide the best offer for each person right where they are in the cycle. For the second woman, providing information about adding classic pieces that work well with a variety of outfits might help move her into a purchasing mind-frame, while giving the first woman discount information might help ensure she buys her new pants at Macy’s and not another store.

Taking the time to map out customer journeys helps you truly understand the best way to engage your customers or your clients’ customers. Multi-channel marketing gives you the ability to interact with prospects in any way that is most convenient for them, helping you catch their attention and move them toward a purchase in the moments that these decisions are getting made.

According to a CMO Council survey, 43% of

marketers said personalization led to

more conversions

80% of the buying process takes place before the

consumer’s first interaction with the

brand*

59% of adults agree it’s worth sharing information about themselves when it

makes their shopping experience easy*

*Harvard Business Review; Adobe Get Personal Report

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3. Adding Digital Channels to Print Campaigns

Now that you’ve selected an engaged audience and mapped out the customer journey so you can send the best offer possible, it’s time to talk about the options you have for adding new digital solutions to direct mail marketing. Digital channels allow you to create multi-channel marketing campaigns without sacrificing revenue you make on more traditional methods, like direct mail.

These new channels will simply enhance what you’re doing, giving you or your clients better ROI for marketing initiatives. Along with the increased engagement and response rates, digital channels provide new revenue streams for businesses who work with clients.

If you typically begin your marketing campaigns with a print focus, adding digital is easy! Once you have postal addresses available, there are many different options for including one or more digital channels.

Users that are retarged with digital channels are

70% more likely to convert*

According to the Direct Marketing Association, it

takes 7 - 13 touches to create a conversion

Combining print with digital is shown to

increase response ratesby up to 35%*

*2016 Litmus Design Conference

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Email MarketingWith an available database of postal addresses from you or your clients, email addresses can be added to allow you to reach out this way as well. With AccuData’s email appends, this is a simple process. Alternatively, when you’ve used analytics to put together a great, responsive prospect list, you can use AccuData’s Match and Deploy service. With the postal addresses from the list of prospective customers, AccuData will match emails from our opt-in email database, ensuring that you and your clients will meet with CAN-SPAM compliance. From there, AccuData will send out the email to the valid email addresses we’ve matched.

Digital Display AdvertisingDigital retargeting is when, as in the first example about the bath towels, you look at a product and then start seeing it in ads on other websites. You can do this by using your complete database list or by selecting only people who opened your email or previously visited your website. It’s a great way to keep a product or service top of mind for an audience. Another way to use digital display ads to target an audience is with IP targeting. These display ads are shown only to people who live in a home or work at a business you’ve selected, allowing you to follow your direct mail with digital ads that these individuals will see as they browse the web. This is another great tactic for following up an offer you or your clients have sent through the mail.

Social Media AdvertisingSocial media advertising is aneffective way to capture interest and integrate an additional channel into your campaign. The average Facebook user spends about 50 minutes per day interacting with the platform, including in Messenger or on Instagram, and checks their Newsfeed 14 times a day. AccuData provides Facebook and Instagram Direct Response Advertising including setting up and managing an advertising campaign for you. Our digital experts will monitor your campaign and optimize it throughout the time it is running, getting you or your clients the best results possible.

Creative ServicesThe design and messaging throughout a multi-channel campaign is extremely important. Overall, the look and feel of what you’re doing needs to be consistent, so that if someone saw your email and your mail offer side-by-side they would know that it was part of the same campaign, sent by the company or on behalf of the same company. AccuData’s digital experts are able to help you create emails based on a mail offer and ensure the consistency you need across platforms as you implement digital channels for your business or a client. We’ll also make sure that your email is optimized for viewing on a mobile device, since most emails are now opened on smartphones.

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4. Implement Your Multi-Channel Campaign

After you’ve selected the digital channels you wish to add to the direct marketing mix, you’re ready for your first multi-channel marketing campaign! If you’ve followed the process, you should have a great list of prospective customers who will want to engage with your marketing efforts, the right plan for what to offer based on a customer’s journey, and a good selection of channels that will help you to reach these prospects most effectively.

All that you need to do now is send out your multi-channel campaign to boost your ROI or improve the results you’re getting for your clients. Remember, if you need help with implementing your multi-channel campaign, AccuData’s experts are available to assist you with creating prospect lists, enhancing your efforts with analytics or adding digital channels to your print campaign.

There are so many great reasons to employ a multi-channel approach, including increasing the response rates for a marketing offer and adding new revenue streams for your business when you offer your clients a multi-channel approach.

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With more touch points, you’ll soon be able to capture the interest of new prospective customers, ultimately increasing the likelihood of a sale. Multi-channel marketing gives new and existing customers multiple ways to engage and convert, giving them the flexibility to decide when and where they will interact with the offer. As marketing has grown more sophisticated, customers have come to expect that they’ll be able to decide how and where they are engaging, and that companies will meet this demand.

In addition to capturing interest from potential new and existing customers, multi-channel marketing can boost a brand’s reputation. Consistent branding across platforms makes it easy for customers of your business or your clients’ to recognize where a communication is coming from at a glance. These customized communications are also more personal, giving the feeling that they were designed with just one customer in mind.

When you want assurance that your marketing campaign will get the best response possible for you or your clients, turn to a multi-channel approach.

The Expected Results ofMulti-Channel Marketing

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The ChallengeA regional appliance cooperative wanted to drive traffic to its stores and increase revenue with holiday promotions deployed throughout the year.

The SolutionThe client’s marketing agency, Main Street Media, worked with AccuData to deploy a multi-channel campaign with direct mail, email, and social media components. “AccuData stepped in and offered suggestions that turned into individualized business plans for my clients,” said Daniel Lehner, owner of Main Street Media.

AccuData developed action plans with timelines to provide the appliance cooperative with all of the creative assets and data-driven marketing solutions needed to deploy the multi-channel campaign. This included custom email creatives and matching digital ads that were developed for 60 individual stores to complement their existing postal pieces.

The OutcomeUp to 50,000 emails were deployed for each store with social media ads running concurrently beginning just before the email deployments and running for up to two weeks after. AccuData’s digital team developed and deployed the campaigns, consistently monitoring response rates and engagement.

On average, each store experienced between 300 and 1,000 new website visitors and Facebook engagement saw a huge spike with 4.1 million ad impressions served. One store experienced weekly total page views of over 540% - from 14,000 people to more than 95,000. “The solutions were successful campaigns executed as partners with AccuData’s very professional client satisfaction team,” Lehner said. “Every campaign to date resulted in better than average results for my clients”

Mini Case Study: Agency ProvidesIncreased Engagement

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www.accudata.com

AccuData Integrated Marketing5220 Summerlin Commons Boulevard, Suite 200Fort Myers, Florida 33907800-732-3440

AboutAccuData Integrated Marketing

AccuData Integrated Marketing helps our clients to acquire, retain and grow a profitable customer base using strategic marketing intelligence and data solutions. For more than 25 years, AccuData has remained dedicated to addressing our partners’ challenges through innovation and service. We are a leading data solutions provider helping our clients succeed with a full suite of data-driven marketing solutions. AccuData propels marketing success for thousands of companies through our strategic data partnerships, powerful technologies and scalable data solutions to meet the needs of small to mid-size businesses and large national brands.