Tips for Executing Multi-Channel, Multi-Cycle Marketing Campaigns
Today’s marketing communications teams are challenged to find new ways to reach and engage their target audiences. With independent research showing that using 4 or more channels can increase the effectiveness of outreach by 300%, the value of multi-channel marketing campaigns is clear. But what exactly does a good multi-channel marketing campaign look like, and what channels should you use?
Here are answers to some of the most common questions our engagement experts get asked about executing multi-channel, multi-cycle campaigns.
What is a multi-channel marketing campaign?
A multi-channel marketing campaign uses several different communications channels for inbound and outbound messages. This might involve using a direct mail postcard to increase awareness for a program, an email to provide additional, longer-form content and/or to invite someone to make an appointment, and a text message to remind the person about their upcoming visit. The channels to use will depend on the campaign and the target audience.
Why is it important to use multiple marketing channels?
There are several benefits for conducing multi-channel marketing campaigns:
- Not everyone prefers the same channels, so diversifying channels increases the probability your messages will be seen
- Similarly, driving multiple touches with the same, relevant messages and calls to action across more than one channel will improve campaign reach and action
- Multi-channel campaigns also make your information more accessible to all people. For example, some people don’t have time to check email during the workday, so sending them a text is a faster, more efficient way to reach them
- People also engage in channels differently. A text message is for quick consumption and immediate action/verification, whereas an email is better for long-form, informative content.
How do you know which marketing channels to use?
|Types of Messages||Recommended Channels|
|Outbound Marketing||Email, Text (SMS), IVR (automated voice calls), direct mail, social media, push notifications, and web landing pages|
|Inbound Marketing||Interactive conversations, smart texting, concierge, and more|
What about multi-cycle marketing campaigns?
Once you’ve adopted multi-channel marketing, you can take your outreach a step further by running multi-cycle campaigns. This involves running the same campaign over a set period of time using consistent messaging and a specific call to action. With this approach, you will increase the number of consumers that will ultimately engage and take actions.
Does multi-channel marketing really work?
300%“Campaigns integrating 4 or more digital channels outperform those using single or dual channel campaigns by 300%.” Gartner Research
89%Increase in likelihood that an audience is educated about a vendor’s products when using multiple media channels. Martin Akel & Associates
50%Multi-channel marketers that say they “usually” or “always” hit their financial targets. CMO by Adobe
Looking for a multi-channel marketing vendor?
While you could hire staff and contract one-on-one with email, text, automated calls (IVR) and/or social media vendors, which is expensive, time consuming and requires lot of resources, you could instead partner with a single, integrated vendor will give you the ability to execute quickly, as well as the flexibility to add additional channels as campaigns require.
Welltok’s SmartReach™ offers the capabilities to execute, track and report on multi-channel, multi-cycle marketing campaigns—and we also pair you with a single point of contact to streamline things even more. Curious to learn how we do it, let’s talk!