:: 4 WAYS TO JUMP START MULTI-CHANNEL MARKETING
Why do marketers have trouble delivering relevant messages through multiple channels? What’s standing in the way of taking this simple idea from concept to execution? Too many folks believe it’s too hard or isn’t worth the effort.

Results say otherwise. Companies are seeing 3 to 10x better performance by capturing customer preferences and orchestrating streams of communications across multiple channels. This is more than a good idea—it’s a necessity. Companies that fail to adopt these practices risk decreasing results, market share and profits.

But where do you begin? How do you even get started? Think big, but start small – don’t try to take everything on at once. Below are 4 steps that will help you start implementing multi-channel programs sooner than you think:

:: Create & Leverage Customer Preference Centers: Start by capturing customer needs and product interests. You can then take that information and create content specific to what your audience is looking for.

:: Implement Event-triggered Programs over 1 Channel as a Start: Instead of mapping out a program that requires 5 to 6 touch points based on specific triggers, start with 2 or 3 communications over one channel. Measure the impact from that first program and continue to add on.

:: Tailor the Message: Instead of re-creating the wheel for each communication, create templates that can support hundreds of versions and vary those messages according to the customer knowledge you have.

:: Accelerate Learning with new testing methods: For better results, go beyond basic A/B Testing and test all elements of influence. Use Multivariable Testing (a.k.a. Experimental Design) to better understand audience segments, the timing of your communications and specific message components that affect results.

 Upcoming Events