A recent Mashable article makes a case for taking cross-channel messaging beyond the realm of social media and cloud companies. Why Cross-Channel Messaging Is Crucial to Reaching New Consumers, by George Schlossnagle, questions why many mainstream companies – from banks to retailers --- still send out messages from four or five distinct entities under that brand: offers from marketing, billing alerts from finance, service updates from customer care.
“Is there any continuity across these interactions? Not likely, because each unit within the company sees you differently. Are your device- or message-channel preferences recognized or taken into consideration when you’re contacted? Rarely,” states Schlossnagle.
As he points out, it is important to take an integrated approach.
Marketers that are using Trumpia’s Marketing platform understand this. As they realize, it is no longer acceptable to treat technologies like IM, social media sites such as Facebook, voice broadcast, email and SMS text messaging as separate entities.
The thousands of marketing warriors out there that use Trumpia are proclaiming that multi-channel marketing works. Why? The simple answer is that people want to be communicated with in the way with which they want to be communicated.
As Schlossnagle states, technologies do not mold the way people interact or communicate. It’s a feedback loop. “Human behaviors inform the way that technologies are built, and technology also shapes the way we behave.”
According to Mary Barnett, founder and CEO of Brilliant Mobile, people are on the run from their home to their work to the soccer game and then back again. In the mobile world, Barnett is known as Mobile Mary, the QR Queen because she promotes a variety of QR codes to help consumers quickly and easily engage with companies – an experience they seek – while producing results for marketers.
Barnett creates SMS text campaigns for her clients using these QR Codes. She finds that making it fast and easy for people to interact with her campaigns greatly boosts response rates. “They want to scan and go,” she explains.
Mobile phone users worldwide are already familiar with cross-channel messaging since they normally post Facebook comments via text message or upload photos to Flickr via MMS, states Schlossnagle. But he also goes on to say that few companies are really participating in these kinds of interactions with their customers.
While it is true that many companies have not yet stepped up the pace to deliver information in the way that consumers want, savvy organizations will soon make the shift to incorporate multi-channel messaging into all their communications efforts.
In a tough economy, especially, it is important to make every effort to win the hearts and minds of consumers by speaking their language.
Get Started on your Multi-Channel Marketing Campaign with Trumpia.
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