Download - Multi Channel Campaigns
In an era when customers
are increasingly well-informed,
the channel by-channel approach is not enough:
Today, businesses need a multichannel strategy
that offers consumers a seamless experience
across all touch points,
for customer value generation.
No campaign, not even a multichannel campaign,
should start with channels.
Or even a message.
It should start with a person.
The customer.
into several types of buyers.
“Email may be the base
of your communications
with me, but I’m getting
too much junk. If it’s
really important, send it to
me by mail.”
Step 1: VoC Research
“Communications
should be relevant
to my interests and
preferences.”
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Companies need a detailed understanding
of the channel journey for each customer segment
in order to identify what works most effectively.
The purpose of a multichannel marketing campaign
to get your message out to
as many channels as you can.
The purpose of a multichannel marketing campaign
to get your message out to
as many channels as you can.
to get your message out to the most effective,
most efficient channels.
Second golden rule:
Individualized Experiences at Massive Scale
Personal preferences Customer journey phases +
Customer experiences must be driven by
my individual preferences regarding:
message, timing, frequency,
and media mix.
*Definition is based on 10,000 + hours of VoC research conducted by
Ernan Roman Direct Marketing, 5-26-13
Step 1: VoC Research 19