Create a multichannel strategy

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Jeff Adee, SVP of B2B List Services Group, Infogroup Targeting Solutions
Jeff Adee, SVP of B2B List Services Group, Infogroup Targeting Solutions

Today's customers are bombarded with marketing material. This leads to decreased attention spans, as well as lower response and conversion rates. As a result, marketing efforts go unnoticed and advertising budgets are wasted.

But these same challenges create opportunities for smart marketers. Marketers must find ways to grab customers' attention, and that means strengthening traditional channels like direct mail and telemarketing with focused email, social, and online campaigns. A successful integrated approach requires understanding customer data, and using it to help all marketing channels work together for maximum impact.

It's no secret that companies are spending less time with traditional marketing materials and more with digital. However, that doesn't mean focus should be shifted to one area. Both traditional and digital marketing are still necessary to reach the best prospects; finding the ideal mix of the two so they promote each other is what will drive future revenue. Knowing what your customers prefer is essential to determining that optimal mix. Great data paired with insightful analytics optimizes marketing efforts for every channel, ensuring that the right customers are found where and when they want to be reached.

Casting a huge net may seem like a good method for grabbing a large quantity of leads across today's plethora of channels, but top marketers are focusing on finding quality, high-value prospects to maximize marketing spend. Spreading a wide net simply reels in low-value customers, increases the chances of wasting direct marketing spend, and leads to missed opportunities. Efficient modeling based on deep data and intelligent analytics allows marketers to focus on high-value customers and prospects in preferred channels.

Also important to multichannel marketing success is staying consistent in branding, messaging, and creative, as well as analyzing buyer and prospect behavior across all channels to customize the purchasing journey.

To strengthen all areas of an organization's marketing strategy, marketers must use each area in ways that complement the others. This requires not only knowing each marketing rope thoroughly, but also knowing how to tie them all together efficiently.

Once an optimized multichannel campaign is up and running, it's important to keep an eye on the future. This means doing extensive regression analysis. By using dependent and independent variables to test what worked and what didn't, future campaigns can be adapted and optimized to increase conversions and boost ROI.

In the modern era of Big Data with marketing channel overload, it isn't about having a large amount of data, but rather having the right data for an integrated multichannel marketing strategy.

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