a multi-channel campaign

Multi Channel

Think you can do without print? Or do without marketing through electronic channels?

Think again.

According to a 2008 study by InfoTrends, more than 200 marketers who were surveyed reported an improvement of 35% for multi-channel campaigns (print, e-mail, web landing page) over single channel print-only campaigns. Personalization further improved campaign performance: marketers reported an average improvement of close to 50% for personalized multi-channel campaigns over print-only campaigns.

It is interesting to note that using single-channel electronic media is not as effective as the multi-channel approach either. More channels elicit greater response than single channel marketing.

How can you create a multi-channel campaign? One example is to send a postcard that invites recipients to a URL, then send a follow-up thank you e-mail for visiting. Or invite people to your website where they can select various product or service options, and send a follow-up brochure or e-mail based on their interests. You can utilize the power of social media too — provide a discount or other incentive on Facebook with a link to a URL, ask the visitor to act (buy now, more information, etc.) then follow-up with an e-mail or mailing. The more consistency in your marketing message and the appearance of your print, web, and e-mail design, the better. Be sure to create as cohesive a look as you can.

For more than 60% of those surveyed, multi-channel campaigns improved response rate and customer acquisition, retention, and satisfaction. An increase in sales conversion was also noted. The bottom line improved with increases in overall revenue, profitability and sales. Another plus? Nearly half of those surveyed reported a reduction in the cost per lead.