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Maximizing Multichannel
Marketing 5 Tips to
Avoid Pitfal ls Build Synergies Grow Profits
By Maureen Murphy
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Multichannel Note #1 “Marketers are moving dollars
into direct marketing because of
its higher ROI relative to other
forms of advertising, ” according
to Dr. Peter Johnson of the Direct
Marketing Association. In 2007,
for a marketing investment of
$1 in direct marketing
advertising the DMA
predicted businesses would
earn $11.69 in incremental
revenue. (Tuesdays with Tukaiz,
January 15, 2008)
Today, multichannel marketing
is the norm. In fact, it is rare to
find a business that does not make
use of at least a basic web site with
minimal interactivity in addition to its
original distribution channel, such as
a sales force or wholesale
distribution.
In fact, world-class marketers are
investing in multichannel approaches
across the board.
Findings indicate that there is
an extremely active
multichannel marketplace
where “traditional direct
marketing tactics are being put
to work alongside the Internet
and other ‘new ’ media in ways
that achieve enhanced results.
” (“The
Integration
of Direct
Marketing
and
Brand, ”
the Direct
Marketing Association, 2007).
Multichannel has brought with it
many opportunities, but also many
challenges and potential land-
mines within this new landscape.
The following strategies will offer
ways to offset the most common
mistakes in multichannel
marketing and to take advantage
of the many opportunities.
Consumers Expect Great Service in Every Channel!
Introduction
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Impact of Multiple Media and Channels
0%
10%
20%
30%
40%
50%
60%
70%
80%
email email + direct
email, direct
mail, landing
page
email, direct
mail, landing
page,
telesales
From Combined Sources including Direct Marketing Association
RO
I
Tip #1: Use Your Channels and Media in Concert
Many surveys support a concept which may not be obvious: channels
and media produce the best ROI when used in combination. Similarly,
multi-contact sales and marketing efforts are also proven best
practices.
The first step in making multiple channels work for your organization is
to make sure that your organization is not maintaining “silos ” around
the departments responsible for the individual channels. Does the sales
force talk to the internet marketing people on a regular basis? Or are
managers engaged in
protecting their turfs?
To solve these
challenges, first take a
look at your organization
chart. Marketing
encompasses the sales
force, online marketing,
traditional marketing
tools and, in fact, all
marketing channels and
media. Commit to
integration - put it in
your department
charters and job
descriptions, and
champion it yourself.
For example, in a business office products company, we increased our
bottom line by 3%, simply by analyzing the cost of sales by customer
segment and across marketing channel. The analysis made it easy to
see which customers should receive more personalized (and costly)
service, and which should be served only online or by telesales.
Multichannel Note #2 Testing and statistical surveys prove
that a multi-channel approach
produces the best ROI.
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How much are you wasting on
overlapping, non-integrated
marketing programs?
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Tip #2: Choose the Right Marketing Tool for the Right
Job
Now that your organization is on
one page, it will be easier to decide
how much direct mail, email or paid
search, for example, to use. Your
online marketers are not competing
with print or the sales force now!
Simply use what works best. To
decide, conduct market tests and
maintain records of all results. If
you find resistance to a testing
mentality, keep in mind that you
were actually conducting
marketing tests all along anyway;
now you will just plan your
campaigns with that orientation.
The answers to choosing your best
tools may sometimes appear
counter intuitive. For instance,
although email has been shown to
have the lowest promotional cost
as a percentage of sales it also has
the overall lowest average order
compared to sales produced
through other media (Direct
Marketing Association, 2008
Response Rate Report). The
highest average orders are
produced through print media. Be
sure to consider the whole picture
when making decisions.
As an example, early on at
Dell Computer (before online
sales), Dell demonstrated an
understanding of “right-
servicing” customers. Large
businesses received more
senior call center help and in-
person sales and service. The
consumer buyer got a lesser
level of support. The buyers in
between received appropriate
levels of service as well.
Multichannel Note #3
Surveys have shown that 75%
of consumers prefer product
announcements from
businesses they do business
with in the mail, but 40%
prefer to respond online.
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Is your distribution of online, offline,
sales force and other marketing in
balance?
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Tip #3: Create Customer Interactivity in All Media
Now that you are channel “agnostic, ” be sure your tools take
advantage of their respective media. Until the internet, costs per
marketing contact and interactivity of the media were in parallel: high
cost per contact meant high interactivity too. Now, with the Internet,
we can have high interactivity with low cost per contact.
However, consider all your media and channels. Interactivity is always
a great value added; why not always let customers or prospects
provide feedback? You will have the equivalent of a market research
arm operating 24/7!
Consider how you can make all these areas of customer contact
interactive:
Cost Per Contact Interactivity
In person sales or service Highest Highest
Phone contact (inbound or outbound) Very High Very High
Direct Mail/Catalog High Medium
Online – web site Low High
Email Low High
Print ads – targeted Low Limited
Print ads – broad media Low Limited
Broadcast media – local, targeted Low Limited
Broadcast media – national, network Lowest Lowest
With the internet, technology has produced a medium that is low in
cost and high in interactivity!
Have you created customer feedback
loops for invaluable data for
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marketing, the sales force and
management?
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Tip #4: Build Customer-Centric Campaigns
In this era of rapidly changing
marketing technology it can be
challenging not to over focus on
the technology itself.
Keep your eye on the ball, by
deciding to put your customer at
the center of marketing activities.
Generate customer feedback proactively
rather than just waiting for complaints!
You can get a good start on a
customer-centric orientation by
conducting a customer contact
audit. Have every area that
touches the customer or prospect
produce all their communications
for review. Do not forget to include
scripts from telesales and
administrative communications, too.
For example, at a division of a
supplement company, we
improved customer satisfaction
by 14% by targeting multiple
customer groups with differing
needs making use of a simple
in-house CRM system. We
added the customer-friendly
capabilities without
incremental costs of any kind!
Once you have established this
approach, individual marketing
campaigns will be logical
outcomes. This is where
excellent copy and graphics
come into play. Be sure these
creative elements are driven
from your marketing
strategies, not treated as after
thoughts. Copywriters and
graphic artists thrive when
provided with thorough input.
Multichannel Note #4 GM announced in Ad Age in
March that they would move
half of their $3 million
advertising budget into digital
and one-to-one media over
the next 3 years.
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Have you put your customer at the
center of all your marketing and
customer service efforts? Tip #5: Make All Marketing Accountable and
Measurable
There are so many points of data available with online marketing, CRM
applications, data base marketing and even traditional media that it can
seem overwhelming to make sense of it all.
Once metrics are established,
integrate top level metrics into your
planning process as goals; then
compare actual results to these in
your post-analysis efforts.
As an example, my efforts with a
consumer marketer increased sales
$3.1 million dollars in one year
based on analyzing past marketing
efforts, determining measurable goals and metrics and building a
forecasting system from scratch. Once this work was done, updating
regularly was relatively simple.
Recommended Continuous
Loop Planning Process:
1. Analysis of Past Results 2. Strategic Marketing Plan
3. Implementation Plan
4. Individual Channel Plans 5. Regular Plan Revisions 6. Campaign Briefs
7. Creative Briefs 8. Analysis of Results –
Impact Plan Revisions
(feedback to #1 and #5)
Multichannel Note #5 For meaningful metrics, create
key measurements which can be
compared across channels,
campaigns and media, such as
customer lifetime value and cost
per lead or sale.
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What key metrics will keep all your
marketing channels on target?
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Conclusion Multiple media and multiple channels are more powerful when used in
concert. Do not delay in making a commitment to marketing that puts the
customer first and to utilizing all marketing channels and tools to meet
customer needs.
Begin now to:
1. Breakdown internal
channel barriers
2. Choose the right tools for every job and channel
3. Create two-way
communication with
customers
4. Build customer-centric
marketing campaigns
5. Measure all marketing
The sooner you start, the sooner you will quickly see the impact in avoiding
multichannel pitfalls, building synergies and growing profits.
Ideal Model for Producing Multichannel Synergies
Sales & Marketing Direct Channels, Indirect Channels, Marketing, Sales
Force
General
Advertis ing
Sales
Promotion
Direct
Marketing
Public
Re lations
Personal
Sel l ing
Whether online or offline, marketing is synergistic and customer centric
Sales Force
Feedback Customer Feedback
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The Author
Maureen Murphy
Maureen Murphy has over 20 years experience in
expanding business channels using direct marketing
and other marketing strategies. She specializes in
creating marketing momentum for businesses and has
worked for Fortune 100 companies and smaller firms as
well. Her industry experience encompasses consumer
products, nutritional supplements, weight loss, financial
service, technology, automotive and more, with
expertise in both B2B and B2C.
Clients and employers have included:
• Allstate Headquarters
• Transamerica
• First Interstate Bank
• CNA Insurance
• Santa Anita Park
• 20th Century Plastics
• United Ad Label
• Southern California Gas Company
• Real Health Laboratories
• Harbor Health
• Nissan Motor Corporation
• Dell Computer
Maureen has consulted, managed, teamed and led projects, divisions and
campaigns for product launches, new customer acquisition, product
development and much more.
Education: MBA, UCLA John Anderson Graduate School of
Management
BA, California State University at Fullerton.
Contact Information:
(949) 551-4353
Maureen@MurphyMomentumMarketing.com
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www.MurphyMomentumMarketing.com
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