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Posts Tagged ‘Multichannel Marketing’

Multichannel Marketing : Reaching Clients and Prospects with the Right Strategy

Wednesday, December 14th, 2011

Multichannel marketing offers a great way to reach clients and prospects when implemented with the right marketing strategy. Starting a multichannel marketing campaign can seem like a complex process, which is why we’re offering these tips to help streamline your process.

Creating An Effective Multichannel Marketing Campaign

1. Start with your business goals!
Before creating a marketing campaign, it’s important to think through the business goals you are trying to achieve. Make sure this is clear first. Otherwise, you could be creating an ineffective campaign if it’s not achieving your goals.

2. Create a solid marketing strategy.
The right marketing strategy can ensure the business goals will be met. This includes creating the right marketing message that speaks to your target audience.

3. Employ the right marketing tactics.
There are many ways to accomplish your business goals. Using effective tactics can drive the right results. Be sure to consider your target audience when creating your marketing tactics.

4. Utilize the best marketing channels.
This is where multichannel marketing campaigns come in. You’ve created a great marketing strategy that is aligned with your business goals. Now, it’s time to select the best marketing channels to spread your message. There are many marketing channels available, like:

  • Direct Mail
  • Event Marketing
  • Social Media
  • Magazines
  • Pay-Per-Click
  • Search Engine Optimization
  • Display Advertising
  • Referrals
  • TV
  • Blogs
  • Email

And a ton more… What’s really important is making sure you are selecting marketing channels that reach your target audience. That being said, it’s important to research and understand where your target audience hangs out online/offline, if they access information through mobile sites more often than regular sites, what type of technology they’re using, and much more. Knowing this information upfront can help avoid wasting marketing dollars being spent on the campaign; therefore, adding more value to your campaign.

5.Campaign Metrics: Measure, Analyze, Adjust… Repeat!
You’ve pulled together the complete marketing campaign using multichannel marketing. The final step is knowing what’s working and what’s not working. Measure your campaign based on metrics that result in achieving your business goals.

While multichannel marketing can seem like a lot, it you break the process down into sections, it will be a streamlined process that is able to be improved and repeated each and every time. The end results are what you want to consider from the beginning. What are you trying to achieve? What tools are you going to use? What marketing channels will you integrate with the campaign?

Start planning your multichannel marketing campaign today! Need help? Contact us now!

Who says direct mail is dead? It’s just personal and we have the results to prove it!

Friday, March 25th, 2011


A recent article highlighted a prominent Midwest university who successfully deployed direct mail with a PURL to appeal to honors students as part of an admissions campaign. An A/B split test was conducted to research the affect of utilizing variable data printing in a marketing campaign.
Variable data printing tailored the direct mail postcard to the individual student’s interest in major, gender and whether or not they had visited the campus. Images and text were aligned to reflect the individual’s data. The PURL directed the students to a personalized landing page. For the other students, the Midwest university sent a more general mailing.

The university reported a 32% increase in student enrollment in 2010 over the prior year. 91% of those who registered were recipients of the PURL campaign. The use of a more focused mailer resulted in a 29% savings in printing costs.

“It’s all about making it relevant versus having high volume.”

At the same time, a non-profit organization used a personalized postcard and PURL to appeal to donors as part of their annual giving campaign. It reported that their normal donation rate is 2% to 3%. This campaign returned a 14% donation rate. “This is a bit more expensive, but it drove more conversions.”

“The trend is toward more efficiency and figuring out a multichannel approach with a much more layered cadence of communications.”

As online marketing becomes more saturated, innovations in printing and production are driving more marketers to use traditional channels to drive multichannel efforts.

How are you using direct mail in your multichannel marketing mix?

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