Multi-channel marketing musts

• Applying a successful multi-channel marketing strategy needs strategic aims and a dedication to measuring outcomes in terms of overall customer profitability and lifetime value. These essentials will support kick-start your multi-channel efforts:
• Integrate your online and offline marketing works rather than having them in silos.
• Stretch the effectiveness of your channels by unifying customer data gathered at each touch point. Push your website to your offline customer base and vice versa.
• Gather customer information via every channel and enter it back during the customer’s next store buys, through direct mail or with an email.
• Ensure buyer experiences are equal across all channels. Multi-channel purchasers anticipate to find the same or more offerings online than offline, and always use the online medium to help offline experiences. Promotional calendars must also be consistent, but exclusive online promotions can be included to rise multi-channel customers’ high buing intervals.
• Manage the customer policies around channels. For instance, goods return policies, sales credits and order fulfillment times must be the same regardless of the channel used.
• Have your staff updated of all channel activities so they’ll be ready to help customers and deliver the offer, regardless of the channel used to promote it.
• Encode promotional offers and channels so you can connect responses and preferences to customer records for results tracking and future campaigns.
• Regularly test integrated strategies developed for different customer segments. Strong catalog and direct mail responders, for instance, might behave differently from online buyers and need various interactions to produce incremental sales.
• Inlieu of analyzing results in individual channel silos, capture transactions around every channels and organize them to the ones that drove response utilizing a combination of methods.

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