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Channels that talk to each other

Posted by Jason Pinto on Tuesday, September 1, 2009 at 7:14 AM in Marketing

While reading the August 17th, 2009 edition of DMNews, I came upon a great quote. Here it is:

“It is the mantra of multichannel that everything has to be integrated”. This was said by Alex Betancur, VP and general manager of the PCH Online Network at Publisher’s Clearing House.

The article discusses how companies are merging traditional and not-so-traditional channels in their marketing efforts. It talks about using billboards in conjunction with mobile marketing efforts.

Perhaps you are also looking at using different channels to promote your company, product, or service. If you are, that is great news! But I would encourage you to keep in mind the quote from Alex Betancur.

Go multichannel…. but stay integrated.

Without integration, you risk delivering messages that are inconsistent, that may not have proper branding, and that could make a bad impression on your target audience.  Sure, each channel may be used to reach people a bit differently. The tone and creative may be slightly different. But if your email efforts are encouraging a long-time customer to “sign up now”, you are asking for trouble. Or if your social media site tells someone to go to Booth 1235 at the trade show, and the direct mailer says Booth 4531, you have created confusion.

But on the other hand…………. If you can have all of your marketing efforts pull from and populate a central repository, then you can truly execute and measure very successful integrated, multichannel marketing campaigns.

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