Multi‑Channel B2C Campaigns Realize a 24% Greater Return on Investment
By Mike O'Brien | September 23, 2015
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Many businesses struggle at managing all of their marketing channels. Larger enterprise corporations had silo’d efforts in search, social, email marketing, and sales that lacked any coordination. Additionally, it was the combination and coordination of the multi-channel marketing efforts that actually increased the return investment. It’s not the sum of the channels, it’s the ability of them to build momentum and exponentially increase the results.
Multi-channel marketing is a multiplier, not just additional eyeballs. The example I always provide people is SEO with or without email. If you’re doing an amazing job at acquiring visits via search engine optimization but the visitor isn’t ready to purchase – they may bounce and you’ll lose them forever. But if you request their email address and periodically stay in touch, they’ll look you up when they’re ready to convert. Without both channels, the impact is minimal, but with both it’s exponentially better.
In this infographic from CJG Digital Marketing below, they provide statistics on the importance of multi-channel digital marketing campaigns, the behavioral change in marketing departments to support multi-channel marketing, the challenges, the opportunities, some digital marketing campaign examples, and even strategies for developing a multi-channel digital marketing campaign.
A report from Mashable indicated that 72% of consumers prefer getting connected with brands and businesses through integrated marketing strategies. But despite this information, many businesses are still slow in integrating a multi-channel digital marketing campaign into their strategy due to various challenges and reasons. But for those who would like to tap into this power can successfully do so by adapting best practices and effective strategies.
CJG notes that the challenges of Multi-Channel Digital Marketing Campaigns are as follows:
- Finding the Right Mix of Marketing Channels
- Cost and Time Considerations
- Targeting Your Messages
- Choreographing Your Campaigns
- Monitoring Customer Touch Points
I would add analytical attribution as the largest challenge. While marketers can choreograph and coordinate their multi-channel marketing efforts, understanding how much each channel added to the response and conversion rates is difficult to calculate. If a customer read an article, saw an infographic, watched a video, and saw an ad… which one tipped the purchase? Which one drove the most impact? If you removed one element, what would the impact be?
This article is by Douglas Karr from marketingtechblog.com.
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