Multi-Channel Integrated Marketing

September, 2004

What a great time to be a marketer! We have so many options in terms of reaching and communicating with our customers and prospects. We can take advantage of the immediacy and cost-effectiveness of e-mail marketing. We can WOW the marketplace with our brilliant TV ad, and even target that message through strategic placement on the variety of networks now available to us. Or, we can use direct mail, print, event marketing—our choices are infinite!

The challenge, of course, is to figure out how to make the right choices—the choices that will result in increased sales and profit — and happy customers. Unfortunately, when a multi-channel marketing program isn’t well integrated, it’s very easy to do just the opposite — upset good customers. Have you ever purchased a product or service through a retail channel, only to find that you could have purchased the same item from the same provider cheaper online? Or, have you seen prospects receive a better offer than loyal customers? What a great way to annoy your good customers.

It’s key to integrate all of your marketing efforts in order to maximize the marketing investment. If done correctly, a multi-channel marketing approach should reap more profits than the sum of the programs deployed alone. It’s critical to understand the correct communications ‘path’. For example, should you send a direct mail piece, followed up with a phone call? Should you also e-mail? And, how do you control for the other offers out there in print or on TV?

Finally, it’s imperative to understand channel preferences. Do you know which customer prefers to receive a catalog, which likes e-mail, and which simply wants to be left alone—they’ll contact you when they’re ready to buy?

You’re right — it’s not easy! However, there are some tactical methodologies that can truly maximize your overall marketing investment. RRW Consulting can help you develop successful multi-channel marketing strategies. We use an analytical, test and learn approach that allows us to identify the communications mix that generates the most profit. We also offer tools to help get a handle on channel preferences.

Let us know if you’d like a no-charge copy of our White Paper, titled Multi-Channel Integrated Marketing which features market leading channel integration practices. We’d be happy to send it your way.