Multichannel Marketing: It Rules the Marketing World

At Brick Street Software we’re sold on multichannel marketing.

What’s multichannel marketing?

In our view, “multichannel marketing” refers both to building an integrated messaging campaign and to strategies aimed at maximizing a marketing channel’s value, whether individually or in combination with other channels.  An effective multichannel marketing program allows you to concentrate holistically on your shopper’s experience to deliver

– The right message
– To the right customer
– At the right time
– Using the right channel

You might think that multichannel marketing would be easy, given all the channels at your disposal. However, having all these channels makes coordination difficult.

Questions we often hear from clients span from “Which channel should I use for which message types?” to “How can I measure which channel combinations are best suited for certain campaigns or specific segments of my customer base?”

To help answer those questions, and more, we’re creating a series of blog posts to help you understand how multichannel marketing has evolved and how it can transform your marketing program and your entire messaging outlook.

We’d love to hear from you about this blog series. Post your questions, comments and opinions in the comments section below this post, and we’ll address them in future posts. The first question we will answer is…

Q: What do effective multichannel marketing programs need?

A typical multichannel marketing program has at least two of these elements:

  • Email newsletter with current offers, news, updates for account holders and links to contact information or customer support.
  • Text messaging for short-term offers, flash sales or account alerts.
  • Mobile app that your customers use to access their accounts from their smartphones or tablets and receive news, and offers and alerts.
  • Voice messages that call your customer’s phone with an alert or confirmation.
  • Facebook page or other social media homepage (Twitter, Instagram, YouTube, etc.) that encourages customers to interact with your company or brand and provides fun or useful information that they could share with their friends.

Much more than multiple channels

To be successful, multichannel marketing must go beyond the channels. Reach towards understanding how to use your channels to their best advantage, both for you and for your customers.

A successful multichannel marketing program has four key assets:

  1. Access to and mastery of the channels where your customers are most receptive to receiving messages. This includes understanding how each channel differs from the others, which content resonates best and where your customers are reading and reacting. Many marketers push the same message across all channels. Big mistake!
  1. Customer and message data that indicate which channels customers prefer for specific kinds of messages. This information helps you understand how your messages perform in those channels. Also essential: the ability to analyze that data to gain insights.
  1. Analytical strategies that use your data among other signals to guide channel and message choice.
  1. Adaptive technology that drives relevant communications and accurate measurement to steer strategic decisions. This streamlined technology allows marketing teams to concentrate on the message and timing and then decide on the delivery method without juggling multiple dashboards or user interfaces.

Sophisticated software serves up spontaneous conversations

We designed our enterprise-level software solution, Brick Street Connect, precisely for multichannel marketing. Connect can deliver messages over any channel but, more importantly, it allows you to configure complex campaigns that decide how and when to deliver these messages, driven always by customer preferences and behavior.

Q: What can multichannel marketing do for me?

We’ll answer that question in the next blog post. Stay tuned!

Meanwhile, please take our mini-survey:

1. What do you really need to know about multichannel marketing and the tactics and technology you need to make it work effectively?

2. What are your greatest challenges in moving from a single message base to a multichannel approach?

Post your comments below, and we’ll address them in future posts. Thanks!

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