Archives for posts with tag: multi-channel marketing

Weatherall LogoIn “SNAP Selling,” author Jill Konrath explains that “To get your customer to grant you access, it’s imperative that you convey all your information in a series of 20 to 30 second ‘touches’ (via direct mail, email, and phone).”

Inspired by this sentiment, Nosco (a health care packaging and solutions provider based in Gurnee, Ill.), decided to experiment with the concept of conveying the same message in different ways to keep it top of prospects’ minds.

Nosco has tested many types of marketing campaigns and found the most success from a combination of efforts that utilize different mediums. Depending on the featured product or service, the order of the channels may vary, but they all incorporate direct mail, email, and a call or voicemail.

The company also discovered it is not the size of the campaign that matters, but the consistent messaging and laser focus on the right audience. This requires upfront research and an alignment with your sales team to determine the best possible targets.

Ultimately, it is not about one channel working better than another – it is the combination of all channels with consistent messaging. With each campaign, you should consider prospects’ personas, regions and, if possible, their needs. Although direct mail, email, and voicemail are standard (and easy) ways to communicate, don’t be afraid to learn and try new technologies to get your message out as one of your campaign touch points – even if simply to test.

Plan, communicate, test, measure and repeat, integrating both online and offline marketing efforts to determine what works best in combination and in what order for your product or service. Nosco has found a formula that has worked best for it by doing just that. The company has also found that when its communications are personalized, the results are better.

Heather Hill works in Marketing and Communications at Nosco

For companies of all sizes, success often comes down to dollars and cents. Sales drives revenue and profit, and marketing can reach an audience that can ideally be converted into those sales. While major enterprise corporations have the luxury of spending millions, even billions of dollars on marketing and advertising annually to build sales and grow profits, small- and medium-sized business (SMBs) are often resource-strapped in three key areas; budget, time and expertise.

AS a SMB, your company is probably looking for a partner to help it market and sell in today’s cross-media world. You need solutions that integrate and automate marketing across print, online, mobile and social media channels, while being agile enough to support emerging media types and channels as they rise to prominence.

Just like enterprises, SMBs are also becoming more data-driven. While you want solutions that can help drive demand and generate leads, you also want information on marketing effectiveness across all channels and a calculation of return on marketing effectiveness across all channels and a calculation of return on marketing investment (ROMI) so they can further optimize marketing and sales.

Marketing automation technology has emerged with the potential to meet all of these demands. Many solutions on the market today provide a central location to manage a business’ marketing efforts. Based on workflows a user creates, these solutions can automate the creation, distribution, tracking and management of marketing communications for many different applications.

funnel picIn the case of sales effectiveness, marketing automation is used to keep leads engaged and nurtured as they work their way from a lead to a sale, which is detailed in photo. Triggers are often used as a way to prompt when a message is sent to a recipient: A prospect or lead may fill out an online form for more information; triggering further targeted communication based on the information that person provided. Most marketing automation solutions available today focus on automating and optimizing the use of email to communicate with customers and prospects more effectively. With an expanding interest in using direct mail and other promotional print, however, more solutions are also adding support to automate print marketing. These solutions often integrate with leading Customer Relationship Management (CRM) tools to help manage and store captured information, such as behaviors and preferences, to drive more targeted (and successful) communications as these initiatives evolve.

WHAT SMBs ARE SAYING ABOUT
MARKETING AUTOMATION
Of the SMBs surveyed in the InfoTrends’ report Capturing the SMB Marketing Automation Opportunity, 14% are already using marketing automation solutions in their business. Many report improvements in marketing effectiveness and measurement capabilities.

Nevertheless, there is always room for improvement, and SMBs need to work on using marketing automation to help generate demand more effectively, improve the quality of sales leads coming into their companies and enable more effective communication with customers.

INFOTRENDS’ OPINION
SMBs face many challenges in this rapidly evolving world, especially as it relates to resource constraints around money, time and expertise. SMBs need easy-to-use tools, as well as sage guidance, to lead them in the right direction and help them get the most out of the resources they do have. Self-service tools and marketing automation technology help address a number of critical marketing and communication needs. These solutions are increasingly easy to use, provide time-saving functionality and leverage the Internet to provide a cost-effective choice for SMBs that think big.

Steph Pieruccini is a consultant for InfoTrends, a worldwide consulting firm for the digital imaging and document solutions industry.

Douglas Adams had it right. In the late 1970s, “The Hitchhiker’s Guide to the Galaxy” introduced the concept of a hand-held device that contained the sum total of all universal knowledge. In 2007, Bill Gates and Steve Jobs re-mixed this idea by talking about a “post-PC” world, a time when the PC went the way of the Dodo bird. Although the fight over terminology made for entertaining media posts, it’s stunniPC_Revolutionng how fast the post-PC vision has come to pass. The Internet is the now source of universal knowledge and smartphones/tablets are the devices nearly everyone is glued to for hours every day. At least on this planet, science fiction has become reality.

Most research now shows that we’ve just now reached the tipping point. According to Gartner, 2013 marks the year that more people globally will access the Internet through mobile devices versus desktop computers. The mobility revolution has changed everything. The resulting transformation in consumer behavior is shaking up whole industries. And, if you believe in the law of exponentials (see Ray Kurzweil’s “The Age of Spiritual Machines”), we’re just getting started. It’s still early days!

So, what?
Well, if you’re in business — any kind of business — you need to care about this deeply. The decisions you make today about how to go mobile, how you think about web development and how to create amazing customer experiences are critical, as they will affect your business in fundamental ways. As technology advances accelerate, businesses need to think about how to drive agility — the ability to respond quickly to unpredictable change. It’s not about features per se; features are transient. The real meaty decisions now involve how you approach web development holistically to include a wide range of touch points, including mobile, TV, kiosks and more. And how to invest in architectures and approaches that drive better agility with lower cost.

“The Post-PC Revolution Is Here —Don’t Panic!” is used with permission from author Mitch Bishop, CMO of MoovWeb. MoovWeb offers products and services that help its customers take advantage of the mobile revolution (http://blog.moovweb.com/2013/02/the-post-pc-revolution-is-here-dont-panic/).