Creating a StrongMultichannel Strategy

Creating a Strong Multichannel Strategy 1

Creating a Strong Multichannel Strategy

By: Je� Adee,SVP B2B List Services Group

Today’s customers are bombarded with all kinds of marketing

materials. 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 solely to

one area—both traditional and digital marketing are still

necessary to reach the best prospects, and 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 a lot of 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 the channels they

prefer.

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.

Additionally, 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 and marketing-channel

overload, an integrated multichannel marketing strategy is a

must. By unlocking insights across all marketing efforts, each

channel can be molded to promote the highest performing

marketing avenues, in turn strengthening the entire marketing

machine.

About Infogroup List ServicesInfogroup Targeting Solutions empowers business, consumer, and nonprofit marketing professionals to engage with their most valuable prospects and generate revenue through our innovative list management, list brokerage and insert media services.

For More InformationFor more information on our data-driven solutions, visit www.infogrouplistservices.com or contact us at 1.800.223.2194.