Getting your message out across multiple channels is vital to your success – today, your customers don’t live in a single app or network, so neither can you.
Each of them has their own preferences, and you need to talk to them based on their priorities, rather than your own. The ability to control an interaction puts your customers in control and enables them to choose engagement channels that fit best into their lives with help of ringover.co.uk. As opposed to focusing solely on driving specific sales actions, you need to be everywhere – or at least, to create this impression. The result is more conversions (you’ll drive more traffic at the same time).
There are different methods for measuring and tracking success, depending on whether your campaign uses online or offline channels. If appropriate, you may need to brainstorm all the touch points your campaign will need to address, going beyond the obvious to include print, broadcast, influencer, and billboard marketing.
You might find that there are more channels to track than you thought. It can be challenging to create a consistent marketing message across all of them at once – a bit like spinning plates only colored and sized differently, and maybe even located in different rooms…
To run an effective campaign, you must have a plan and a structure. For example, you can use the RACE (Reach, Act, Convert, Engage) approach, which Dave Chaffey has proposed as a framework for setting up, running, and evaluating campaigns.
When you use the same framework for your entire campaign, consistency and effectiveness will follow, because it’s vital that your customer can recognize you wherever they encounter you. By using a familiar logo, color scheme, or brand styling, your brand equity will be reinforced, even subconsciously.
The global market has come to understand that when you take an inconsistent and fragmented approach, you dilute all that you have accomplished. Two decades ago, the exact same product might have had different messaging and naming, depending on the market, while today, the message’s universality is known to have treated impact. (UK consumers: remember when you had to adjust to calling Marathon Snickers, or Jif Cif? This is why.)
A Successful Plan
To begin, you will need to audit your brand voice in all the places where you interact with your customers, and decide how to integrate each one into your planning. The following things should be taken into account:
- There is no limit to the number of channels you can include because your budget is limited. The channels that produce the most ROI will get priority in budget and efforts, while maintaining consistency on other channels.
- You need to know how your customer profiles and personas correlate with each channel. With advertising, marketing, and a simple presence, where can you meet your target customers where they are?
- Describe the campaign’s objectives and the tactics that will achieve them. Which is more important to you, customer retention or acquisition? How many people do you speak for compared to how many people do you represent on the market?
- You’re planning a campaign. How will you evaluate it? Knowing exactly which elements of multichannel are working and being able to quantify them are crucial.
Tracking Campaigns Based on Data
Having native integrations of your communications channels with your CRM is essential to your multichannel marketing plan.
Ringover integrates natively with a range of market leading CRMs, there are companies like Zoho and HubSpot. In addition to native integrations, it is also easy to incorporate lower-code/no-code integrations using tools such as Zapier via API hooks.
Using this tool, non-technical marketing and PR professionals will be able to set up the tracking they need to efficiently track their multichannel campaigns, as well as think about the most important stakeholder of all: the customer. Data that is sliced and diced is an integral part of the unique record.
Thus, the multichannel campaign is also able to provide deep and consistent personalization, so your customers are not only reaffirmed by your brand through the design and communication standards across all channels but also reaffirmed directly through your personalization.
A consistent brand works subconsciously, leaving a lasting impression and background story about the product and company, but the personalized aspect really stands out, and basically appeals directly to the consumer. Among shoppers in a survey conducted by Infosys, 59% recognize and welcome personalized marketing messages, and 86% acknowledge that they have an impact on their purchasing behavior.
In other words, creating your campaign monitoring around a single customer view and aggregating results from multiple channels in one place is the smart approach, made possible by the integration of communication and CRM data.
A more intelligent and integrated marketing communications process can help newer brands leap ahead of incumbents in this area and gain market share. The sales and marketing data from legacy brands may extend back for years, but they won’t be useful if they are not accessible. Start anew with a new database and track every touchpoint in the future, which can have a much greater impact.
Marketing Attribution in Multichannel Campaigns
John Wanamaker once said that half of the money he spent on advertising was wasted. The problem is, he didn’t know which half.
Even today, marketing courses refer to this remark, but it actually dates back over 100 years. Anyone who continues to refer to it can’t possibly have any excuses?
In reality, it’s more difficult than it sounds to manage multichannel.
It takes a prospect hearing an ad’s message 7 times before they will take action to buy it. This is called the Marketing Rule of Seven. The concept for this one was developed by the movie industry, decades before Wanamaker, but basic human behavior and decisions haven’t changed that much – the only thing that’s changed is the nature of those touchpoints, now in a global multichannel world.
In the scenario described above, a customer visits a retailer’s showroom to use some TVs and get advice since it is an infrequent, high-ticket purchase, and let’s face it, the average consumer may not know OLEDs from their elbows.
When they are in the store, they chat with a knowledgeable sales assistant and record a few models they like, even taking photos of some specifications.
Then when they get home they google that model, find a major retailer has a better price, and add it to their basket – but they get distracted by that one-star review that’s everywhere. Are these products worth buying? Googling is so confusing! Oh, how frustrating! It’s better to buy from a local store so they can hold it accountable face to face instead of online… So, they’ll visit them tomorrow morning.
Meanwhile, the picture is so bad on their old LCD TV that they keep looking away to their phone – where a targeted ad on social media catches their eye, and maybe…
- Return to the shopping cart and make the purchase online (this is the easiest, and the ad is directly associated with the cookie)
- in the store and get it there, since they will be able to bring it straight home (the store doesn’t have a tracking system). They are considered walk-ins, even if they are the same brand. Usually, buyers pay cash and decline extended warranties, leaving no marketing footprint on the transaction as a whole)
- Decide the HDTV isn’t as bad as it seems after all; abandon the cart and avoid making any purchases for the next two weeks, despite the retargeting from the abandoned cart. Then a further automation is triggered to send them an email to attempt to persuade them.
If you are involved in even more complex purchases, like B2B, where multiple stakeholders may need to sign off on a purchase, how do you know which marketing activity was effective in closing the deal (if there is one)?
An effective model of the entire customer journey is needed to track multi-channel campaigns and account for attribution.
According to 4Imprint research, almost half of marketing managers use last click/touch tracking because it’s easy to track in Google Analytics or PPC. It’s like the guy looking for his lost keys under the streetlamp (“no, I dropped them somewhere over there I think, but it’s too dark there, so I’m looking here.”) Results of the same research suggest that 72% of marketers believe better attribution is part of improving ROI by allocating budget across channels.
In conclusion, what are you going to do to evaluate the effectiveness of multichannel campaigns?
Initially, measure what you can, as comparing one campaign with another remains valuable. If brand equity, price, or word of mouth contribute the bulk of each campaign’s success, the baseline here is consistent, and the incremental benefits that either campaign delivers are worth evaluating – maybe they’re only incremental, but in an era of constantly improving, every tiny step counts.
A CRM built around integrated omnichannel customer data is the key. Consequently, all possible touchpoints can be included in your customer journey mapping through email marketing, cold calling, and social media. Make sure you track everything you can!
Using the data, we can model and visualize it in a variety of ways, exploring different attribution models and their impacts. If, for instance, you see that most of your high-ticket purchasers saw a particular ad during a 90-day period of time, you might come to notice that some types of brand communication have lasting value. Despite not converting on its own, it is a driving force behind many sales.
Monitoring Multichannel Marketing: The Future
As we emerge from lockdown and return to blended shopping, we can expect location tracking and triggers to play an increasingly important role in keeping track of multichannel marketing campaigns.
The beacons can send push notifications when shoppers are near a store using Bluetooth, for instance. Although this technology existed before Covid, sometimes it crossed the line into creepy territory, it will be interesting to see if the technology becomes more widely accepted after over a year of contact tracking and alerts.
Furthermore, we can expect even more marketing channels to be added to the mix – which means more tracking to keep up with, such as extended reality: how many ads did your metaverse avatar see today?
Campaign management will need to change in order to transition from multi-channel to omnichannel – centering the communication on the customer at every touch point and connecting every campaign to their CRM record.
As a result, the channels themselves will become interchangeable and scalable, to meet the preferences of consumers wherever your brand appears, as well as ensuring they are receiving a customized, consistent and holistic message.