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This post from Simon Robinson of Responsys is part of the #JUMPchallenge, a blogging competition designed to raise awareness on how to join up online and offline marketing, launched to support Econsultancy’s JUMP event in October...
Marketing in today’s cross-channel environment demands a more nimble holistic approach, one where customer behaviour and preferences determines the content, timing and channel for marketing messages.
Below are my top tips on how to achieve excellence in joined-up marketing...
Recreate the customer lifecycle model
Customers and prospects not only see adverts and read direct mailers, they link with friends on Facebook, use email more often and browse the mobile internet. Creating campaigns based on a traditional customer lifecycle model is no longer good enough and falling conversion rates reflect that.
Marketers need to implement strategies to suit new models if they want to make every investment count.
Integrate data sources
integrated marketing and customer information between relevant sources including web analytics, customer relationship management (CRM), enterprise resource planning (ERP) and social networks is essential to gaining a complete understanding of customer behaviours in order to create trigger campaigns.
Build holistic data profiles
Marketers need to collect holistic data to build profiles based on channel response rates, preferences, social media use etc to create more relevant mailers.
Use permission data
Capture customer permission, contact information and channel preference to drive conversions by gaining trust.
Identify channel preferences
Segmentation should consider channel preferences, and mailers should be driven by and sent from preferred channels in response to behaviours and events. For example customers who frequently use ‘share with your social network’ links in emails should receive more socially-enabled campaigns than others.
Test, test, test
Continually refine the messaging, creatives, cadence, frequency, and channels to drive the most optimal results.
Create cohesive content
Content should be distributable across multiple channels for campaigns to be cohesive.
Use online behaviour data to drive campaigns
One of the great promises of the web is that behaviours can be tracked and measured, but knowing how to use the data can be difficult. For example retailers could target those who abandon their shopping carts with a trigger email offering them a small discount or free shipping, and use browsing data to offer product-specific promotions.
In my experience this can boost conversion rates by 200% compared with baseline email campaigns.
This is one of the first entries in the JUMP blogging challenge, and we're looking for more bloggers to contribute by posting an article using one of these titles:
- 'How to achieve excellence in joined-up marketing'
- "Why it’s worth your while to join up online and offline marketing' (can include case studies)
The winner will receive a 'blogging hamper', which includes an iPad, a press pass to JUMP, free Econsultancy membership, some strawberry jam and more. 25 runners up will receive free Econsultancy silver membership. More details here.