Most marketers realize that they are not the ones who drive the market, thanks to social networks and the multiplication of channels to directly interact with brands; consumers now have the power.
Sellers who do not recognize this change, face a panorama full of dissatisfied customers who did not receive the promised results.
Doing a multichannel marketing strategy means having a step by step guide for each segment covering all key contact points with consumers while integrating them all to reach your audience properly. But this is very complicated, especially if we add new channels such as mobile process becomes more critical.
Here are seven steps that will guide you to perform a good deed multichannel marketing:
1. Build a map of key segments
Before the creative development, start by establishing a specific strategy for each customer segment. Digital Marketing, for example.
2. Establish a clear process of creative development
Build a brief outline the objectives set for each channel. You have to see how to interact with each channel and then understand how to work together. It is necessary to ensure flows include response management, data collection, and measurement.
3. Develop a plan to manage responses
It is critical to the success of a creative plan to develop a management plan responses. Consumers can respond in various ways to any message! And is mandatory to ensure that these responses can be captured and properly measured.
4. Customizing the Message
Use customer information whenever possible to create relevant messages. Making intelligent personalization audience segments or groups helps you design a message or specific action plan for each segment. Some brands are dealing with this factor; producing multiple versions of a campaign for each sector or each channel, so add value to the message and facilitate communication with consumers.
5. Evidence as key
Nourish messages often are not only essential to maintaining contact and the interest of consumers, but also to check the effectiveness of actions and their impact.
6. Consider all possibilities to manage the campaign
Managing a multichannel campaign manually is certainly complex. Most campaign management tools are not closely integrated, but there are methods to assess the capabilities of each execution channel available.
7. Try and learn
Each of the actions of a campaign has a goal of learning. The fact that the coordination of a multichannel campaign is complicated does not mean you should skimp on tests and measurements in the program design.
In the end, it's a lot of common sense mixed up with experience. Are you ready to take the next step in your multichannel marketing strategy plan? Then give us a call!