How to plan and execute for successful multichannel marketing

In an era of unprecedented choice, a new approach is essential for the planning, execution and development of your marketing campaigns.  The days of the annual plan are gone: now, you need to replace it with something more short term and cross-functional.

Multi-channel marketing comes with endless benefits to marketers (see our last blog post on why multichannel marketing matters) that, when combined successfully, should help your businesses reach your objectives. But it’s tricky. Each channel your customer uses to touch your brand is different.

This blog post is here to help you think about how to approach your multi-channel marketing, from the planning, execution and on to development.

1)    Planning

Data is critical to the success of your multi-channel marketing program. That’s why you must:

  • Define your customer’s needs and wants
  • Know what drives their purchase
  • Know what data you have
  • Discover what works for each customer segment – is it your messaging, or the look and feel of your email?

–          Tips:

  • By understanding that every single one of your customers is different to the next, you will market to them better and keep them engaged with your brand

2)  Execution

As we’ve mentioned already, multi-channel marketing is about choice. Giving your customers the choice to interact with you in a way that’s convenient for them: at a time of their choice, at a place of their choice, and on a device of their choice. That’s why a platform that integrates all your channels – traditional and digital – is crucial.

Firstly, we’d recommend you consider all the channels in which your customers will, or might use to interact with you (like email, direct mail, SMS, social, search (web), in-store, etc).

Now you’ve done your planning and have sorted your data, you now need to execute your campaigns.

What different types of campaigns can you build?

The choice (pardon the pun) is limitless. There’s welcome campaigns, post purchase, cross-sell/upsell, subscribed to alerts and newsletters, e-receipts, product reviews, customer surveys, wish list reminders, cart abandonment, browsing, social activity, (such as competition entries on Facebook), birthdays, loyalty rewards….the list goes on.

We found some great multichannel examples on Econsultancy to get your creative juices flowing.

And here’s an example of a multichannel program you can build in dotdigital Engagement Cloud using our Channel Extensions.

Multichannel marketing from your website

You can trigger a multichannel program based off your web visitor’s interaction with your website. For example, if you had 3 call-to-actions on your website that followed your sales funnel (i.e. Request a call, Request a brochure, Book an appointment) you can use dotdigital’s program builder and channel extensions to move your customers through the sales funnel and communicate with them through different channels where the engagement or conversion is likely to be higher.

Step 1: Someone requests a call through your website. This request would be sent to your dotdigital account and the program builder would send a task to the CRM for a sales rep to call the contact. If the person doesn’t request a brochure, the program builder will send reminder emails until they have taken that action

Step 2: Someone requests a brochure (through your website or emails). This request would be sent to your dotmailer account and the program builder would send an action to your printers to deliver a brochure. You can also include a personalized note using the data fields set up in dotmailer for your email marketing (i.e. first name, address, company, product/service interest, and sales persons contact details).

Step 3: Someone requests a meeting or appointment. This would be sent to your dotmailer account and the program builder would then send confirmation and reminder personalized text messages to that person with the same data fields you used in your email marketing and direct mail.

Remember, your choice of platform(s) should be flexible enough to adapt to both digital and traditional channels, and that it/they are flexible enough to accept personalization and dynamic and external dynamic content.

In the meantime, click here and see for yourself just what we can offer in terms of breadth, choice (there’s that word again) and expertise.  And if you want our help, please….just ask.

3)    Development

The most important thing you can and should do, as a marketer, is to constantly look at what you’re doing, see how you can improve it and then make any change necessary.

It’s particularly relevant as your multichannel campaign develops to keep in mind:

  • The offering for each customer segment – keep testing the message, channel and offer
  • You see beyond the short-term benefits of each campaign
  • Not to forget to create and nurture a natural, on-going conversation with your customers
  • Your plan for any, and all, follow-up messages

Now you should have everything you need for planning, executing and developing a successful multichannel marketing program. dotdigital’s extensions and features lets you easily do this through its drag & drop program builder – take a look here.

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