Multi-channel marketing is increasingly being touted as the most effective way to grow your business. It’s true that integrated marketing has always been a key driver of sales success – combining print ads and TV commercials along with collateral materials, events, a website, online advertising and PR. But over the course of the last few years, the landscape has changed more than ever before. In a world with easy access to mobile devices, smart phones, tablets and wireless connections, the multi-channel consumer has emerged.
According to Deloitte Consulting, retail companies have felt more and more compelled to execute a strong multi-channel marketing strategy. That’s because multi-channel customers, as the research explains, are very valuable. In fact, they more likely to spend three to four times more than their single channel counterparts.
However, most marketers know that it is no easy task to reel in this elite customer who, without proper care, is likely to be fickle to a competitive offer.
One of the best ways to win over the multi-channel marketing customer is to present highly relevant and personalized campaigns, offers and deals.
A good place to start is to collect advanced information about your customers’ likes and dislikes. That way, you can appropriately tailor your campaigns and target your message. And you won’t want to underestimate the power of giving customers a choice when it comes to where and how they access your campaign. Whether that choice includes SMS or email, you’ll put the control back into their hands. As a result, you’ll take a huge step towards instantly gaining their trust and loyalty.
At the end of the day, when you take your multi-channel messaging beyond just the offer, you’ll demonstrate your concern for your customer. Combine your promotional MMS message and Facebook campaigns with useful information that you send out in your email newsletter. Complement that with SMS Appointment Reminders to make their life just a little easier. And you’ll be able to keep their attention and valuable multi-channel consumer dollars focused on your business.
