Cross Channel
Key Benefits of Cross Channel Campaigns:
- Standardization across channels
- Faster Marketing Cycles
- More Targeted Campaigns
- Better Relevance and Timeliness
- Improved Customer Satisfaction Based on Clear Rules of Engagement
- Demonstrated Respect for Customer Preferences
What is Cross Channel Marketing
What Is Cross Channel Marketing
Cross-Channel marketing is the ability to conduct coordinated, consistent marketing campaigns across multiple channels – such as email, direct mail, web and mobile devices.]
Why Cross Channel Marketing
The main purpose of cross-channel marketing is to facilitate and coordinate efforts across various channels consecutively or simultaneously to drive a consistent message or purpose specific to a marketing and communication objective.
Implementing cross-channel campaigns allows you to reach and engage consumers or clients across print and digital media channels with highly personalised messages in content, presentation and timeliness in order to achieve enhanced ROI.
When effectively synchronised across channels, the same marketing budget can significantly raise brand awareness, boost purchase intent and considerably increase sales and response.
MMM offers a number of templated campaigns flows based on marketing objectives and industry requirements or we can customize and build campaigns based on specific needs.
Reach- Create one to one campaigns that span print, e-mail, Web and mobile;
- Reach customers where they live in the manner in which they choose;
- Use variable images, graphics and messages to cut through the clutter and hold your target’s attention;
- Leverage data to tailor messages to each recipient;
- Foster loyal relationships with relevant, personal communications;
- Customise graphics to attract attention;
- Create campaigns with built-in response tracking tools;
- Adjust messaging, offers and media based on results;f
- Provide reports that justify and drive marketing investment;
Facts & Figures
Facts & Figures
Channel Analysis
In today’s dynamic world, there are numerous channels, both online and offline, available to marketers in order to engage with intended or current customers.
This proliferation of channel options has meant that each channel needs to be assessed and appropriately integrated into the overall campaign strategy based on consumer preference and performance so marketers can create effective and relevant marketing messages.
Below is a brief synopsis of 5 popular channels that will be used.
Web
When creating an integrated campaign, the web is an integral and affordable channel. It facilitates the creation of microsites with personalised URL’s (PURLs) which provide a means of displaying customised information to each recipient. This in turn engages the customer with meaningful and relevant dialogue. As part of a cross channel approach, certain web features allow you to track, measure and monitor the behaviour of your consumer in real time. This enables you to respond to qualified leads immediately and manage customer relationships more effectively.
Direct Mail
Direct Mail is a tried and tested channel that provides numerous advantages for those engaging in 1:1 communication. It allows you to target your message to a segment or captured audience and communicate relevant and engaging messages in order to build or maintain a relationship with individuals. Its tangibility and cut through means that it engages the recipient like no other channel can in order to be effective and ultimately drive response.
Personalised Print
Having the ability to produce fully personalised printed material across different substrates enables Melbourne Mail Management to assist its clients achieve personalised and relevant print communications. Whether used to acquire leads, increase sales or bolster customer loyalty. Variable Data Printing and its ability to evoke a response enable organisations to communicate their marketing messages with clarity and impact.
Mobile
Mobiles are an effective means to receive messages anywhere anytime. Mobile marketing by definition is interactive, real-time and designed for the “on the go” consumer; it’s timelier than direct mail and more interactive than email. Text messaging is also unlike other media because it’s often used in tandem as a “campaign activator.” .
For numerous reasons, e-mail is the primary component of a contemporary cross-channel relationship marketing program, and has natural points of intersection with the Web and social media channels.
Compared to offline media, e-mail provides significant cost advantages, while delivering exceptional levels of intelligent personalisation. One of the key reasons for this primacy is that e-mail is a tool that allows marketers to actively control content, timing, context, brand experience, and customer contact frequency.
For marketers who have a large portion of their directly addressable market represented in an opt-in database of e-mail addresses, there is no higher-impact or lower-cost means of reaching customers to drive sales. At the same time, e-mail must work seamlessly within the overall cross-channel marketing mix – online and offline, inbound and outbound. It must also conform to the customer’s definition of what is an acceptable level of perceived “intrusiveness.”
Analytics & Reporting
Online channels allow us access to a myriad of reports in relation to how data performs on a campaign level.
In addition to the basic information pertaining to email performance such as bounce backs and opens, we are able to extract and interpret detailed digital data in order to gain valuable insight into our clients behaviour and preferences.
Our ability to use such data assists us in making more informed strategic decisions in relation to how campaigns perform with both current and prospective customers by understanding the impact each channel has on customer behaviour and how well they integrate in producing an enhanced customer experience.
By possessing such statistical analysis we are better placed to make customer centric decisions by enabling you to accurately track, monitor, analyse and measure campaign results so as to respond quickly to marketing opportunities that arise as a result.
Retail Demo
Retail Demo