Putting Multi-Channel Marketing to Work for Your Company
According to research from InfoTrends, between 247 and 3,000 marketing messages bombard the average consumer each day. How do you make sure your message is the one that cuts through the clutter? Increasingly, the answer is multi-channel marketing.
InfoTrends’ research project, “Multi-Channel Communications Measurement & Benchmarking” showed what many marketers already know, more channels equals greater response. The study, which surveyed more than 200 marketing executives, found that when a multi-channel campaign included print, e-mail, and Web landing pages, it was 35% more effective than print alone.
What might this look like in a live campaign? You might send a postcard, inviting recipients to a personalized URL and then follow up with a thank-you e-mail. You might send an e-mail inviting people to your Web site, where they can select various product options and then follow up with a personalized brochure based on their preferences. You might mail out a seminar invitation, confirm registration by e-mail and then follow up with a text message 24 hours in advance of the event, reminding them to attend.
The results of such efforts? According to InfoTrends:
- More than 64% of marketers indicated improvements in overall revenue, profitability and sales.
- More than 60% indicated improvements in response rate, customer acquisition, retention and satisfaction.
- More than 43% indicated reductions in cost per lead, improvements in quality of leads and improvements in conversion to sales.
That’s a pretty good endorsement. Are you planning to add multiple channels to your next marketing campaign?