Created
10 Sep, 2021

The sheer number of channels available today means that your customers could be anywhere. And you need to be where they are.

Multi-channel marketing, also known as cross-channel marketing, is the process of interacting with customers using a combination of indirect and direct marketing channels. These can include direct mail, mobile and social platforms, in-store and website channels.

To develop – and deliver – excellent multi-channel marketing campaigns, you need to focus on multi-channel campaign management first.

The following four areas are the key to getting this right.

1. Get your data together

The starting point for successful multi-channel campaign management is getting your customer data in working order. Accurate data is essential to delivering a superior customer experience. Yet, organisations often buy expensive marketing technology before thinking about tidying up their databases.

You need to perform a thorough health check of your data first and foremost.

Remove any customer details that are no longer useful and retain only the most business-relevant data point - especially the ones relating to customer buying behaviours, such as repeat purchase rates, conversions, and channel preferences.

Make sure your data is clean enough to give you a clear and up-to-date view of who your customers are – and how you can engage with them efficiently.

The next step is to ensure that everyone across your company has access to that data. If any business-critical information is trapped in silos, your sales and marketing efforts will work against each other.

Ideally, the marketing function should sit horizontally across the business. Everyone, regardless of actual role, needs to make sure that the company as a whole is delivering a seamless experience for customers.

2. Start profiling and segmenting

Customer segmentation helps you know your various audiences better, and target them more successfully. It divides your customer-base into groups that share certain characteristics related to age or gender and, more importantly, buying habits, behaviour, and responsiveness.

Segmentation captures behavioural indicators that determine various propensities, such as how likely a customer is to complete an online form or respond to an offer via email.

Once your database has been segmented, you can identify the different personas in your audience and work out who the best prospects are to engage with. That way you can focus your resources on targeting the most lucrative opportunities with relevant, personalised marketing communications.

3. Choose the right channels

Once you’ve profiled and segmented your customers, you need to work out which marketing channels will be best to target each group.

Successful multi-channel campaign management doesn’t mean every channel. It’s about being where your customers are, and where it makes sense for your business to be.

Some channels simply won’t factor into your customers' experience. WhatsApp, for example, may not the best way to target an audience of people over the age of 65, whilst 18-25 year olds may prefer to communicate via this channel.

Given the rate at which new channels are launching, delivering a consistent message to the right people, at the right time, via the right channels, can be a challenge. Some organisations have responded by appointing a customer experience team who can oversee specific channels, such as email, mobile, and social.

4. Seek out multi-channel campaign management technology

Choosing the right type of technology is crucial to support your multi-channel marketing campaigns. But there is a confusingly wide range of options to choose from.

Don’t try to procure every possible piece of software that promises the earth. You’ll only succeed at depleting your marketing budget and delivering an inconsistent and disparate customer experience.

It’s important to get your whole team on-board with a superior and highly accessible marketing software. Marketing automation solutions like Apteco, Acoustic, and Adobe Campaign, have the capabilities to orchestrate and automate complex multi-channel campaigns.

They take care of labour-intensive and time-consuming manual processes, freeing up your marketing team to focus on improving the quality of your campaigns. This ensures that marketers are consistent, on-target. and deliver the best possible customer experience.

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