Integrated, Multi-Channel Marketing – Why?
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on Tuesday, August 9, 2011 
at 7:18 AM 
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About.com recently posted an excellent article detailing the benefits of integrated, multi-channel marketing.
While the study that the article is based on might be geared towards non-profits, the benefits can apply to companies of all shapes and sizes.
The two that I primarily enjoyed were:
- Unification of messages across channels
- Being able to sync online and direct mail databases
Unification of Messages
I’ve had the chance to talk with various print, mail, and fulfillment service providers over the past few years. While I do understand some of the reasoning behind why some may purchase separate point solutions to do various marketing activities, the part that scares me is when there are separate people managing each channel.
In a case like that, companies are almost guaranteeing that branding and messaging will not be in sync across various channels.
But with an integrated system, multiple employees should be able to easily and quickly access key taglines, offers, links, and images to use on whatever they are creating, whether it’s an email, a landing page, a flyer, etc.
Syncing Online and Offline
And in regards to being able to sync online and offline databases, I cannot even imagine having to manage two separate buckets in that case! Today, customers and prospects choose whatever channel they want to use to communicate with us. That choice may vary across different circumstances.
By having an integrated database that is populated by multiple channels, companies can greatly improve their marketing and sales processes.
Tags Point me in a new direction
Okay, please excuse the pun.
But I had a great conversation with a customer yesterday. He is currently a print service provider that is making the transition to position himself as someone that offers marketing services.
He asked – why should I use your software solution for my email marketing needs, when I could use [Fill-In-Name-Of-EMail-Software-Point-Solution] here?
Wondering what a “point solution” is? — Here’s a definition from PC Mag: “Solving one particular problem without regard to related issues. Point solutions are widely used to fix a problem or implement a new service quickly. “
As the definition helps point out – Point solutions certainly have advantages, but also drawbacks.
So………. why do I believe this marketing services provider will find greater advantages sending and measuring email marketing efforts through our end-to-end software solution?
(Drum-roll, please…)
Execute and Measure All-In-One:
As the service provider gets print business from his customers, they can execute and measure the activities all in one system… This makes it easier on the customer to check reports — they only need to log on to one place, and can view their results in one dashboard.
Use Multiple Channels:
Our software solution allows you to market via other channels and medias – For example, service providers can execute and measure banner ads, general landing pages, TV advertisements, print ads, QR Codes, text-messages, and more…Thus, as you look to execute efforts in other channels, you can either keep buying separate point solutions…… or… you can use the end-to-end software solution that you already have.
Make it Personal:
As a service provider executes campaigns, they are collecting marketing data for their customers. Thus, when the data is all in one system, they can easily deliver personalized materials in future marketing efforts. Sure, you could export data from your separate point solutions, and import them into one another —- but, let’s just say that method won’t win any points in the “efficiency” department.
These are just a few of the benefits that I see our customers experience. If you’d like more information on our email marketing solution, feel free to check it out here.
(Photo credit – Flickr Commons http://www.flickr.com/photos/purpleslog/)
