The Keys to Multi-Channel Success

On a recent American Marketing Association webcast, John Campbell, VP of Sales from Accudata Integrated Marketing, discussed the importance of integrating Multi-Channel Marketing into your overall marketing strategy. It reminded me to remind you that it really isn't all that difficult to get started -- and it can really improve your campaign results when you do it correctly. Here are a couple of things to consider as you look at multi-channel marketing for your business.

First, expand your customer touchpoints: Ensure that your customers have multiple ways to respond. This way, they can choose whichever channel that they are most comfortable with -- and chances are, they will respond more positively and more often. For example, if you normally focus on telemarketing, consider testing direct mail or email marketing. A test doesn't have to break the bank and can provide you with a whole different group of responders that you weren't reaching through telemarketing.

Second, examine your customer communication preferences: It isn't enough to just expand the way that you are reaching out to your customers. For a successful multi-channel marketing approach, you also need to examine how your customers want you to communicate with them. Even if a certain customer visits a retail location, it may only be to "test drive" the product. Many try products out in a store, only to go home to their computers to order it. You won't know this until you take the time to examine how your customers prefer to interact with you.

Once you've implemented the two points above, you will definitely be well on your way to improved response rates. Not only have you identified more ways to communicate with your customer base, you are communicating with them in the way that they prefer -- hence, a more positive customer experience and better profitability to your bottom line.

For more information on John's presentation, simply go to the AMA website at www.marketingpower.com.



The Keys to Multi-Channel Success - To learn more about this author, visit Nancy Arter's Website.

Like this article? Share it with your friends

E-Mail | Print | More

Related Articles
Coaching to Success in 2006 and Beyond
	2006 is well underway and each day presents opportunities for each and every one of us to be successful. But do we recognize the opportunities for success? Do we act upon the opportunities for success that are recog...
The 4 Keys to Referral Success
	In summary, the four keys to referral success are to work with 12 or more centers of influence, implement a systematic way to stay in touch, differentiate yourself from everyone else, and build a connection with eac...
Sales Prospecting Techniques
	What is it that makes one sales prospecting technique work like magic and the next not? Is there a secret to developing a sales prospecting technique that consistently delivers a good, steady stream of warm, if not ...
Home Business Keys to Success
	Having success in the world of home business can be broken down into a miniscule form of rules or "keys" to make your website...
The 7 Keys to Asking Clients the Right Questions
	What do Oprah Winfrey, Larry King, and Barbara Walters all have in common? They are all great interviewers. They have the uncanny ability to make people feel comfortable and talk by asking the right questions. The b...

---

Related Forum Posts
	Are You Looking for More Internet Radio Exposure
	Savannah & Charleston!
	Over 100 Articles
	Blogging Frequency
	You're Right Chris
	All My Sites Have Blogs
	Re: I stopped coming to evancarmichael.com forums because...
	First Four Words