Is Multichannel Marketing Really“Dual-Channel” Marketing?7 Tips for Multichannel Marketingin the Real World.<br />March 20...
Is Multichannel MarketingReally “Dual-Channel” Marketing?<br />11/9/2010<br />2<br />Confidential © SIGMA Marketing Group ...
The barriers in real multichannel marketing
7 tips for practicing multichannel marketing in the real world</li></ul>How many channels do you really use?<br />
Is Multichannel MarketingReally “Dual-Channel” Marketing?<br />11/9/2010<br />3<br />Confidential © SIGMA Marketing Group ...
Is Multichannel MarketingReally “Dual-Channel” Marketing?<br />11/9/2010<br />4<br />Confidential © SIGMA Marketing Group ...
Is Multichannel MarketingReally “Dual-Channel” Marketing?<br />11/9/2010<br />5<br />Confidential © SIGMA Marketing Group ...
3 Critical Components ofMultichannel Marketing Campaigns:<br />11/9/2010<br />6<br />Confidential © SIGMA Marketing Group ...
11/8/2010<br />7<br />Confidential © SIGMA Marketing Group 2010<br />The Four Common Barriers to RealMultichannel Marketin...
11/9/2010<br />8<br />Confidential © SIGMA Marketing Group 2010<br />The Four Common Barriers to RealMultichannel Marketin...
11/9/2010<br />9<br />Confidential © SIGMA Marketing Group 2010<br />The Four Common Barriers to RealMultichannel Marketin...
11/9/2010<br />10<br />Confidential © SIGMA Marketing Group 2010<br />The Four Common Barriers to RealMultichannel Marketi...
11/9/2010<br />11<br />Confidential © SIGMA Marketing Group 2010<br />The Four Common Barriers to RealMultichannel Marketi...
11/9/2010<br />12<br />Confidential © SIGMA Marketing Group 2010<br />7 Tips for Practicing Multichannel Marketing in the ...
11/9/2010<br />13<br />Confidential © SIGMA Marketing Group 2010<br />7 Tips for Practicing Multichannel Marketing in the ...
11/9/2010<br />14<br />Confidential © SIGMA Marketing Group 2010<br />7 Tips for Practicing Multichannel Marketing in the ...
11/9/2010<br />15<br />Confidential © SIGMA Marketing Group 2010<br />7 Tips for Practicing Multichannel Marketing in the ...
11/9/2010<br />16<br />Confidential © SIGMA Marketing Group 2010<br />7 Tips for Practicing Multichannel Marketing in the ...
Most likely to defect</li></li></ul><li>11/9/2010<br />17<br />Confidential © SIGMA Marketing Group 2010<br />7 Tips for P...
11/9/2010<br />18<br />Confidential © SIGMA Marketing Group 2010<br />7 Tips for Practicing Multichannel Marketing in the ...
11/9/2010<br />19<br />Confidential © SIGMA Marketing Group 2010<br />7 Tips for Practicing Multichannel Marketing in the ...
In closing…<br />11/9/2010<br />20<br />Confidential © SIGMA Marketing Group 2010<br />We’ve explored the following:<br />...
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Is Multichannel Marketing Really Dual-Channel? 7 Tips for Practicing Multichannel Marketing in the Real World

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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.

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

  1. 1. Is Multichannel Marketing Really“Dual-Channel” Marketing?7 Tips for Multichannel Marketingin the Real World.<br />March 2010<br />
  2. 2. Is Multichannel MarketingReally “Dual-Channel” Marketing?<br />11/9/2010<br />2<br />Confidential © SIGMA Marketing Group 2010<br />Kenyon Blunt, <br />CEO at SIGMA Marketing Group.<br />In this deck we’ll explore the following:<br /><ul><li>3 critical components of a multichannel marketing campaign
  3. 3. The barriers in real multichannel marketing
  4. 4. 7 tips for practicing multichannel marketing in the real world</li></ul>How many channels do you really use?<br />
  5. 5. Is Multichannel MarketingReally “Dual-Channel” Marketing?<br />11/9/2010<br />3<br />Confidential © SIGMA Marketing Group 2010<br />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.  <br />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.  <br />It’s probable that over half of all multichannel campaigns actually involve only two channels.<br />
  6. 6. Is Multichannel MarketingReally “Dual-Channel” Marketing?<br />11/9/2010<br />4<br />Confidential © SIGMA Marketing Group 2010<br />We’ve all heard the statistics that multichannel customers are more profitable than single channel customers.  <br />
  7. 7. Is Multichannel MarketingReally “Dual-Channel” Marketing?<br />11/9/2010<br />5<br />Confidential © SIGMA Marketing Group 2010<br />So multichannel customers typically spend 5-times more. Did you also know…<br />
  8. 8. 3 Critical Components ofMultichannel Marketing Campaigns:<br />11/9/2010<br />6<br />Confidential © SIGMA Marketing Group 2010<br />Effective coordination and management of multiple marketing channels.<br />Development of channel appropriate communications focused on the customer (and not the channel).<br />Matching your campaign objectives with the right channel.<br />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.<br />
  9. 9. 11/8/2010<br />7<br />Confidential © SIGMA Marketing Group 2010<br />The Four Common Barriers to RealMultichannel Marketing<br />Multichannel marketing is not easy and there are roadblocks at every turn.<br />There are four things that<br />seem to continually block <br />marketers from using more than <br />two channels in their campaigns...<br />
  10. 10. 11/9/2010<br />8<br />Confidential © SIGMA Marketing Group 2010<br />The Four Common Barriers to RealMultichannel Marketing<br />Barrier 1: It’s difficult to get data from several channels.<br />In most cases, offline and online data are stored in separate databases.  <br />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.   <br />The data that we do have is often suspect. <br />
  11. 11. 11/9/2010<br />9<br />Confidential © SIGMA Marketing Group 2010<br />The Four Common Barriers to RealMultichannel Marketing<br />Barrier 2: Customers are not asked for channel preference.<br />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.<br />
  12. 12. 11/9/2010<br />10<br />Confidential © SIGMA Marketing Group 2010<br />The Four Common Barriers to RealMultichannel Marketing<br />Barrier 3: Organizational silos inhibit the sharing of information across channels.<br />Most companies are organized functionally into groups such as marketing, sales, operations and e-business.  <br />Social media is now blurring the lines between these functions as it becomes incorporated in them all.<br />Marketing<br />Operations<br />Sales<br />Technology<br />Commerce<br />
  13. 13. 11/9/2010<br />11<br />Confidential © SIGMA Marketing Group 2010<br />The Four Common Barriers to RealMultichannel Marketing<br />Barrier 4: IT organizations are challenged by online expertise.<br />Internal IT shops are much more comfortable with offline and CRM data than online data.  <br />They don’t show the same level of expertise or enthusiasm for online marketing applications.<br />
  14. 14. 11/9/2010<br />12<br />Confidential © SIGMA Marketing Group 2010<br />7 Tips for Practicing Multichannel Marketing in the Real World<br />Things you can try as you ramp up your multichannel marketing…<br />Review the 7 tips provided in the following slides to practice multichannel marketing – but remember – these are not set in stone. <br />You’ll want to measure and adapt accordingly.<br />
  15. 15. 11/9/2010<br />13<br />Confidential © SIGMA Marketing Group 2010<br />7 Tips for Practicing Multichannel Marketing in the Real World<br />Tip #1: Embrace dual-channel campaigns.<br />You have to start somewhere… They are easier to implement. <br />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.<br />Master the dual-channel campaign and then expand to more channels.<br />
  16. 16. 11/9/2010<br />14<br />Confidential © SIGMA Marketing Group 2010<br />7 Tips for Practicing Multichannel Marketing in the Real World<br />Tip #2: Identify “can’t miss” opportunities.<br />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.<br />
  17. 17. 11/9/2010<br />15<br />Confidential © SIGMA Marketing Group 2010<br />7 Tips for Practicing Multichannel Marketing in the Real World<br />Tip #3: Use web analytics to understand channel effectiveness.<br />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.<br />
  18. 18. 11/9/2010<br />16<br />Confidential © SIGMA Marketing Group 2010<br />7 Tips for Practicing Multichannel Marketing in the Real World<br />Tip #4: Run predictive models to score for “most likely channel.”<br />It’s possible to use the same scoring techniques that are used in other marketing programs to determine which customers would be multichannel customers.<br />Consider things like:<br /><ul><li>Most likely to buy
  19. 19. Most likely to defect</li></li></ul><li>11/9/2010<br />17<br />Confidential © SIGMA Marketing Group 2010<br />7 Tips for Practicing Multichannel Marketing in the Real World<br />Tip #5: Profile online and offline customers and compare.<br />Customer profiles can determine how consumers behave differently online and offline. <br />Additionally, you can learn perhaps how your customers transition from one channel to another.<br />
  20. 20. 11/9/2010<br />18<br />Confidential © SIGMA Marketing Group 2010<br />7 Tips for Practicing Multichannel Marketing in the Real World<br />Tip #6: Use loyalty programs to see how customers behave across channels.<br />Loyalty programs are a good way to gather historical information on how your customers purchase in multiple channels.<br />
  21. 21. 11/9/2010<br />19<br />Confidential © SIGMA Marketing Group 2010<br />7 Tips for Practicing Multichannel Marketing in the Real World<br />Tip #7: Invest in multichannel marketing software.<br />There are several new SaaS tools available which allow marketers to execute marketing programs in many channels from one web-based platform.<br />
  22. 22. In closing…<br />11/9/2010<br />20<br />Confidential © SIGMA Marketing Group 2010<br />We’ve explored the following:<br /><ul><li>3 critical components of a multichannel marketing campaign
  23. 23. The barriers in real multichannel marketing
  24. 24. 7 tips for practicing multichannel marketing in the real world</li></ul>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.<br />
  25. 25. Engaging your customersthrough analytics, strategy and technology<br />11/8/2010<br />21<br />Confidential © SIGMA Marketing Group 2010<br />Our Blog: FifthGearAnalytics.com<br />Web: SigmaMarketing.com<br />Twitter: @SIGMA_MktgGrp<br />Call Toll Free: 888.277.9837<br />Email: SIGMAinfo@sigmamarketing.com<br />
  26. 26. Engaging your customersthrough analytics, strategy and technology<br />11/9/2010<br />22<br />Confidential © SIGMA Marketing Group 2010<br />Resources:<br />“Moving from Multichannel to Cross Channel Marketing”<br />“Developing Effective Multi-Channel Marketing Strategies”<br />“Profiling the Multichannel Consumer” (Forrester Research)<br />“Creating a Multichannel View of Your Customer” (Forrester Research)<br />“Using Digital Channels to Create Breakthrough Multichannel Relationships” (Forrester Research)<br />Images: Free Digital Photos | Microsoft Clip Art Gallery<br />

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