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

Is Multichannel Marketing Really“Dual-Channel” Marketing?7 Tips for Multichannel Marketingin the Real World.
March 2010

Is Multichannel MarketingReally “Dual-Channel” Marketing?
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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
The barriers in real multichannel marketing
7 tips for practicing multichannel marketing in the real world
How many channels do you really use?

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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.

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We’ve all heard the statistics that multichannel customers are more profitable than single channel customers.

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So multichannel customers typically spend 5-times more. Did you also know…

3 Critical Components ofMultichannel Marketing Campaigns:
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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.

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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...

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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.

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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.

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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

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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.

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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.

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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.

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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.

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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.

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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
Most likely to defect

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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.

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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.

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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.

In closing…
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We’ve explored 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
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.

Engaging your customersthrough analytics, strategy and technology
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Our Blog: FifthGearAnalytics.com
Web: SigmaMarketing.com
Twitter: @SIGMA_MktgGrp
Call Toll Free: 888.277.9837
Email: SIGMAinfo@sigmamarketing.com

Engaging your customersthrough analytics, strategy and technology
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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

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

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