Monday, 1 February 2010
Multi-channel marketing
Online multi-channel marketing requires an integrated e-marketing solution with the multi-channel medias:
• Microsites
• Mobile
• Telemarketing
- and in combination with system integration.
The integrated solution gives you freedom to analyse across the different medias – and take appropriate action on the best suited or responding media. Imagine sending out a weekly Thursday newsletter, followed by a Saturday morning SMS, one version for the members opening the weekly newsletter, and another version for those who didn’t open (or no sendout to them at all).
The combination or delivery media would lead to much higher action.
The family situation
Thursday around 11.30 does mom receive the weekly update (content deceided by segment and behaviour) from her local "x" retail store and national "x" retail online shopping site.
She opens the e-mail, and clicks on the tailored offer for her 2 year old son – the X PRODUCT she know he’ll really love to get for the weekend.
Work e-mails are arriving in the in-box ... and she forgets everything about the LEGO train.
Saturday morning at 09.00 – the family is having breakfast in the kitchen. While eating they are planning todays activities and shopping. An SMS from the local "x" retail store is arriving. Mom is getting a special members bonus on the X PRODUCT (yes we collection information about her clicking the train in the email received Thursday). She shows it do the dad – and they deceided to go the local "x" retail store.
In the store she shows her cell-phone with the SMS. The encrypted code in the end of the SMS message is both containing a campaign code and the sons member ID from the member club.
From a corportate marketing perspective we’ve now through the integrated e-mail marketing solution did collect interest and purchase from various medias. Further more, through the integration with the eCommerce solution, we’ve transferred the receipt to the customer profile. The POS has in parallel transferred the receipt to the central ERP system holding all member master data and receipt from all purchases.
I can help you to achieve this in your marketing. Call me on +45 4244 0011 or e-mail at kim@imd.dk
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2 comments:
Interesting ideers of multi-channel marketing. Unfortunately not legal in DK:
1) it's not allowed to save website behavior and use it for marketing on a customer level
2) coupons are still not allowed (and accepted) in retail
Partly true - but the rules are being changed at the moment :)
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