The marketing landscape has changed. One-way “push” marketing is not as effective as it used to be. Customers do not have time for communications that are not relevant or delivered in a manner most convenient to them. People use multiple ways to communicate and interact with their world. So it goes that companies should use multiple ways to communicate with their customers. But, it isn’t just about adding another channel to the mix. It’s about having an understanding of individual customers and their behavior and knowing how to engage them to increase their loyalty.
Finding just the right marketing mix for building brand loyalty
Roll your cursor over each icon, or the icon of the customer to see how one financial services company used multi-channel marketing in a single campaign to increase engagement and build brand loyalty with their customers.
DIRECT MAIL:
Research has shown that personalized direct mail campaigns utilizing variable data printing for increased customer relevance are extremely effective in increasing response rates five- to ten-fold.
E-MAIL:
Opt-in, e-mail-based campaigns are a cost-effective and efficient way to increase customer response rates and build ongoing engagement. The effectiveness of e-mail increases when used as part of a personalized, integrated communications program.
WEBSITE:
Internet channels are becoming essential tools to cost-effectively communicate and engage customers in a two-way dialogue. They also provide tracking and reporting mechanisms that offer trend analysis and real-time analytics. Personalized URL’s (PURL’s) are also a great way to personalize content for individual users on the Internet.
MOBILE MESSAGING:
Mobile messaging allows marketers to identify and target their customers where they are and when they are most likely to respond to a message. This channel also provides real-time campaign analytics and customer response data, allowing marketers to quickly capitalize on customer response opportunities.
CALL CENTER SERVICES:
When used in conjunction with other channels, call center services can be an effective customer relationship tool. Customers are more likely to be receptive to phone-based marketing when it is used to follow up on past customer transactions, ensure satisfaction and engage customers in a dialogue about their experiences with the company.