Twickenham
MyCustomer.com
June 30, 2008
In the modern multichannel world, having separate contact strategies for each media just isn't good enough, and isolated channel approaches are harming customer expectations and brand management. Jeremy Bedford reveals how to achieve effective multichannel campaign marketing.
Customers expect a consistent experience when interacting with a company - regardless of how they touch the brand. They expect to be 'known' by the companies they buy from and as such for communications to be personal and of value.
This means that when a customer responds to a campaign, has made a purchase or sought after-sales, intelligence gained should be accounted for in the future, regardless of communication channel. Preferences expressed via one media ought to be respected across others. Having separate contact strategies for each media just isn't good enough.
Unfortunately, while many companies are attempting to follow such good practice, they frequently find that with multiple channels of communication, it is difficult to ensure compliance across every touch-point.
Multiple channels is not multichannel
Marketers find that with very high volumes, the speed to market of email, its low cost nature and ease of linking to a purchase opportunity, offers the highest return on investment of the marketing channels. Some four billion direct mail items were sent to consumers in 2006. And with 87% of the UK population now owning a mobile, many consumer organisations have also incorporated SMS into their communication channel mix.
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