Multi Channel Campaigns

Multichannel Campaigns: towards an marketing ecosystem

Customers lives in a multi-channel world

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.

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.

The core responsibility of the marketing team

is .

Everything else flows from this approach:

The core responsibility of the marketing team

is

Everything else flows from this approach:

“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.

First golden rule:

Second golden rule:

Building and sustaining

a customer-centric culture!

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