Your SlideShare is downloading. ×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Is Multichannel Marketing Really Dual-Channel? 7 Tips for Practicing Multichannel Marketing in the Real World

3,776
views

Published on

In this deck we’ll explore the following: …

In this deck we’ll explore the following:
- 3 critical components of a multichannel marketing campaign
- The barriers in real multichannel marketing
- 7 tips for practicing multichannel marketing in the real world

With the clamor in the marketing world about multichannel marketing, it recently dawned on me that most so-called multichannel marketing is more like “dual-channel” marketing. 

The campaigns that I’ve seen usually combine two symbiotic channels such as website and email, website and bricks and mortar, email and phone, direct mail and phone, print and PURL, etc. 

It’s probable that over half of all multichannel campaigns actually involve only two channels.

Published in: Business, News & Politics

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,776
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
31
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Is Multichannel Marketing Really“Dual-Channel” Marketing?7 Tips for Multichannel Marketingin the Real World.
    March 2010
  • 2. Is Multichannel MarketingReally “Dual-Channel” Marketing?
    11/9/2010
    2
    Confidential © SIGMA Marketing Group 2010
    Kenyon Blunt,
    CEO at SIGMA Marketing Group.
    In this deck we’ll explore the following:
    • 3 critical components of a multichannel marketing campaign
    • 3. The barriers in real multichannel marketing
    • 4. 7 tips for practicing multichannel marketing in the real world
    How many channels do you really use?
  • 5. Is Multichannel MarketingReally “Dual-Channel” Marketing?
    11/9/2010
    3
    Confidential © SIGMA Marketing Group 2010
    With the clamor in the marketing world about multichannel marketing, it recently dawned on me that most so-called multichannel marketing is more like “dual-channel” marketing. 
    The campaigns that I’ve seen usually combine two symbiotic channels such as website and email, website and bricks and mortar, email and phone, direct mail and phone, print and PURL, etc. 
    It’s probable that over half of all multichannel campaigns actually involve only two channels.
  • 6. Is Multichannel MarketingReally “Dual-Channel” Marketing?
    11/9/2010
    4
    Confidential © SIGMA Marketing Group 2010
    We’ve all heard the statistics that multichannel customers are more profitable than single channel customers. 
  • 7. Is Multichannel MarketingReally “Dual-Channel” Marketing?
    11/9/2010
    5
    Confidential © SIGMA Marketing Group 2010
    So multichannel customers typically spend 5-times more. Did you also know…
  • 8. 3 Critical Components ofMultichannel Marketing Campaigns:
    11/9/2010
    6
    Confidential © SIGMA Marketing Group 2010
    Effective coordination and management of multiple marketing channels.
    Development of channel appropriate communications focused on the customer (and not the channel).
    Matching your campaign objectives with the right channel.
    These three components may be so difficult to do that early pioneers are implementing dual-channel campaigns because it is much easier given the existing barriers to successful multichannel marketing campaigns.
  • 9. 11/8/2010
    7
    Confidential © SIGMA Marketing Group 2010
    The Four Common Barriers to RealMultichannel Marketing
    Multichannel marketing is not easy and there are roadblocks at every turn.
    There are four things that
    seem to continually block
    marketers from using more than
    two channels in their campaigns...
  • 10. 11/9/2010
    8
    Confidential © SIGMA Marketing Group 2010
    The Four Common Barriers to RealMultichannel Marketing
    Barrier 1: It’s difficult to get data from several channels.
    In most cases, offline and online data are stored in separate databases. 
    The advent of social media has further complicated the issue because it’s difficult to connect with a consumer on a one-to-one basis when the only data you have is a profile or cookie.   
    The data that we do have is often suspect. 
  • 11. 11/9/2010
    9
    Confidential © SIGMA Marketing Group 2010
    The Four Common Barriers to RealMultichannel Marketing
    Barrier 2: Customers are not asked for channel preference.
    It’s almost sad that in this day of one-to-one and multichannel marketing that most marketers don’t ask nor maintain information on what channels the customer prefers.
  • 12. 11/9/2010
    10
    Confidential © SIGMA Marketing Group 2010
    The Four Common Barriers to RealMultichannel Marketing
    Barrier 3: Organizational silos inhibit the sharing of information across channels.
    Most companies are organized functionally into groups such as marketing, sales, operations and e-business. 
    Social media is now blurring the lines between these functions as it becomes incorporated in them all.
    Marketing
    Operations
    Sales
    Technology
    Commerce
  • 13. 11/9/2010
    11
    Confidential © SIGMA Marketing Group 2010
    The Four Common Barriers to RealMultichannel Marketing
    Barrier 4: IT organizations are challenged by online expertise.
    Internal IT shops are much more comfortable with offline and CRM data than online data. 
    They don’t show the same level of expertise or enthusiasm for online marketing applications.
  • 14. 11/9/2010
    12
    Confidential © SIGMA Marketing Group 2010
    7 Tips for Practicing Multichannel Marketing in the Real World
    Things you can try as you ramp up your multichannel marketing…
    Review the 7 tips provided in the following slides to practice multichannel marketing – but remember – these are not set in stone.
    You’ll want to measure and adapt accordingly.
  • 15. 11/9/2010
    13
    Confidential © SIGMA Marketing Group 2010
    7 Tips for Practicing Multichannel Marketing in the Real World
    Tip #1: Embrace dual-channel campaigns.
    You have to start somewhere… They are easier to implement.
    Try using two channels when applicable. Add an email element to a print campaign, or include a promotional URL to a campaign landing page that promotes an offer.
    Master the dual-channel campaign and then expand to more channels.
  • 16. 11/9/2010
    14
    Confidential © SIGMA Marketing Group 2010
    7 Tips for Practicing Multichannel Marketing in the Real World
    Tip #2: Identify “can’t miss” opportunities.
    When you have a proven business case and well-defined metrics, use the opportunity to try communicating in more channels than you have in the past.
  • 17. 11/9/2010
    15
    Confidential © SIGMA Marketing Group 2010
    7 Tips for Practicing Multichannel Marketing in the Real World
    Tip #3: Use web analytics to understand channel effectiveness.
    By studying how online visitors behave, you can get a better idea of how well your channels are performing and identify opportunities to cross-sell.
  • 18. 11/9/2010
    16
    Confidential © SIGMA Marketing Group 2010
    7 Tips for Practicing Multichannel Marketing in the Real World
    Tip #4: Run predictive models to score for “most likely channel.”
    It’s possible to use the same scoring techniques that are used in other marketing programs to determine which customers would be multichannel customers.
    Consider things like:
    • Most likely to buy
    • 19. Most likely to defect
  • 11/9/2010
    17
    Confidential © SIGMA Marketing Group 2010
    7 Tips for Practicing Multichannel Marketing in the Real World
    Tip #5: Profile online and offline customers and compare.
    Customer profiles can determine how consumers behave differently online and offline.
    Additionally, you can learn perhaps how your customers transition from one channel to another.
  • 20. 11/9/2010
    18
    Confidential © SIGMA Marketing Group 2010
    7 Tips for Practicing Multichannel Marketing in the Real World
    Tip #6: Use loyalty programs to see how customers behave across channels.
    Loyalty programs are a good way to gather historical information on how your customers purchase in multiple channels.
  • 21. 11/9/2010
    19
    Confidential © SIGMA Marketing Group 2010
    7 Tips for Practicing Multichannel Marketing in the Real World
    Tip #7: Invest in multichannel marketing software.
    There are several new SaaS tools available which allow marketers to execute marketing programs in many channels from one web-based platform.
  • 22. In closing…
    11/9/2010
    20
    Confidential © SIGMA Marketing Group 2010
    We’ve explored the following:
    • 3 critical components of a multichannel marketing campaign
    • 23. The barriers in real multichannel marketing
    • 24. 7 tips for practicing multichannel marketing in the real world
    Take a look at your marketing campaigns. Examine and understand what channels you currently use. Explore how your customers respond in each channel. From this you can begin to expand your reach and campaign effectiveness by adding channels.
  • 25. Engaging your customersthrough analytics, strategy and technology
    11/8/2010
    21
    Confidential © SIGMA Marketing Group 2010
    Our Blog: FifthGearAnalytics.com
    Web: SigmaMarketing.com
    Twitter: @SIGMA_MktgGrp
    Call Toll Free: 888.277.9837
    Email: SIGMAinfo@sigmamarketing.com
  • 26. Engaging your customersthrough analytics, strategy and technology
    11/9/2010
    22
    Confidential © SIGMA Marketing Group 2010
    Resources:
    “Moving from Multichannel to Cross Channel Marketing”
    “Developing Effective Multi-Channel Marketing Strategies”
    “Profiling the Multichannel Consumer” (Forrester Research)
    “Creating a Multichannel View of Your Customer” (Forrester Research)
    “Using Digital Channels to Create Breakthrough Multichannel Relationships” (Forrester Research)
    Images: Free Digital Photos | Microsoft Clip Art Gallery