In this deck we’ll explore the following: - 3 critical components of a multichannel marketing campaign - The barriers in real multichannel marketing - 7 tips for practicing multichannel marketing in the real world With the clamor in the marketing world about multichannel marketing, it recently dawned on me that most so-called multichannel marketing is more like “dual-channel” marketing.  The campaigns that I’ve seen usually combine two symbiotic channels such as website and email, website and bricks and mortar, email and phone, direct mail and phone, print and PURL, etc.  It’s probable that over half of all multichannel campaigns actually involve only two channels.

1. Is Multichannel Marketing Really“Dual-Channel” Marketing?7 Tips for Multichannel Marketingin the Real World. March 2010

3. The barriers in real multichannel marketing

4. 7 tips for practicing multichannel marketing in the real worldHow many channels do you really use?

5. Is Multichannel MarketingReally “Dual-Channel” Marketing? 11/9/2010 3 Confidential © SIGMA Marketing Group 2010 With the clamor in the marketing world about multichannel marketing, it recently dawned on me that most so-called multichannel marketing is more like “dual-channel” marketing. The campaigns that I’ve seen usually combine two symbiotic channels such as website and email, website and bricks and mortar, email and phone, direct mail and phone, print and PURL, etc. It’s probable that over half of all multichannel campaigns actually involve only two channels.

6. Is Multichannel MarketingReally “Dual-Channel” Marketing? 11/9/2010 4 Confidential © SIGMA Marketing Group 2010 We’ve all heard the statistics that multichannel customers are more profitable than single channel customers.

7. Is Multichannel MarketingReally “Dual-Channel” Marketing? 11/9/2010 5 Confidential © SIGMA Marketing Group 2010 So multichannel customers typically spend 5-times more. Did you also know…

8. 3 Critical Components ofMultichannel Marketing Campaigns: 11/9/2010 6 Confidential © SIGMA Marketing Group 2010 Effective coordination and management of multiple marketing channels. Development of channel appropriate communications focused on the customer (and not the channel). Matching your campaign objectives with the right channel. These three components may be so difficult to do that early pioneers are implementing dual-channel campaigns because it is much easier given the existing barriers to successful multichannel marketing campaigns.

9. 11/8/2010 7 Confidential © SIGMA Marketing Group 2010 The Four Common Barriers to RealMultichannel Marketing Multichannel marketing is not easy and there are roadblocks at every turn. There are four things that seem to continually block marketers from using more than two channels in their campaigns...

10. 11/9/2010 8 Confidential © SIGMA Marketing Group 2010 The Four Common Barriers to RealMultichannel Marketing Barrier 1: It’s difficult to get data from several channels. In most cases, offline and online data are stored in separate databases. The advent of social media has further complicated the issue because it’s difficult to connect with a consumer on a one-to-one basis when the only data you have is a profile or cookie. The data that we do have is often suspect.

11. 11/9/2010 9 Confidential © SIGMA Marketing Group 2010 The Four Common Barriers to RealMultichannel Marketing Barrier 2: Customers are not asked for channel preference. It’s almost sad that in this day of one-to-one and multichannel marketing that most marketers don’t ask nor maintain information on what channels the customer prefers.

12. 11/9/2010 10 Confidential © SIGMA Marketing Group 2010 The Four Common Barriers to RealMultichannel Marketing Barrier 3: Organizational silos inhibit the sharing of information across channels. Most companies are organized functionally into groups such as marketing, sales, operations and e-business. Social media is now blurring the lines between these functions as it becomes incorporated in them all. Marketing Operations Sales Technology Commerce

13. 11/9/2010 11 Confidential © SIGMA Marketing Group 2010 The Four Common Barriers to RealMultichannel Marketing Barrier 4: IT organizations are challenged by online expertise. Internal IT shops are much more comfortable with offline and CRM data than online data. They don’t show the same level of expertise or enthusiasm for online marketing applications.

14. 11/9/2010 12 Confidential © SIGMA Marketing Group 2010 7 Tips for Practicing Multichannel Marketing in the Real World Things you can try as you ramp up your multichannel marketing… Review the 7 tips provided in the following slides to practice multichannel marketing – but remember – these are not set in stone. You’ll want to measure and adapt accordingly.

15. 11/9/2010 13 Confidential © SIGMA Marketing Group 2010 7 Tips for Practicing Multichannel Marketing in the Real World Tip #1: Embrace dual-channel campaigns. You have to start somewhere… They are easier to implement. Try using two channels when applicable. Add an email element to a print campaign, or include a promotional URL to a campaign landing page that promotes an offer. Master the dual-channel campaign and then expand to more channels.

16. 11/9/2010 14 Confidential © SIGMA Marketing Group 2010 7 Tips for Practicing Multichannel Marketing in the Real World Tip #2: Identify “can’t miss” opportunities. When you have a proven business case and well-defined metrics, use the opportunity to try communicating in more channels than you have in the past.

17. 11/9/2010 15 Confidential © SIGMA Marketing Group 2010 7 Tips for Practicing Multichannel Marketing in the Real World Tip #3: Use web analytics to understand channel effectiveness. By studying how online visitors behave, you can get a better idea of how well your channels are performing and identify opportunities to cross-sell.

20. 11/9/2010 18 Confidential © SIGMA Marketing Group 2010 7 Tips for Practicing Multichannel Marketing in the Real World Tip #6: Use loyalty programs to see how customers behave across channels. Loyalty programs are a good way to gather historical information on how your customers purchase in multiple channels.

21. 11/9/2010 19 Confidential © SIGMA Marketing Group 2010 7 Tips for Practicing Multichannel Marketing in the Real World Tip #7: Invest in multichannel marketing software. There are several new SaaS tools available which allow marketers to execute marketing programs in many channels from one web-based platform.

23. The barriers in real multichannel marketing

24. 7 tips for practicing multichannel marketing in the real worldTake a look at your marketing campaigns. Examine and understand what channels you currently use. Explore how your customers respond in each channel. From this you can begin to expand your reach and campaign effectiveness by adding channels.

25. Engaging your customersthrough analytics, strategy and technology 11/8/2010 21 Confidential © SIGMA Marketing Group 2010 Our Blog: FifthGearAnalytics.com Web: SigmaMarketing.com Twitter: @SIGMA_MktgGrp Call Toll Free: 888.277.9837 Email: SIGMAinfo@sigmamarketing.com

26. Engaging your customersthrough analytics, strategy and technology 11/9/2010 22 Confidential © SIGMA Marketing Group 2010 Resources: “Moving from Multichannel to Cross Channel Marketing” “Developing Effective Multi-Channel Marketing Strategies” “Profiling the Multichannel Consumer” (Forrester Research) “Creating a Multichannel View of Your Customer” (Forrester Research) “Using Digital Channels to Create Breakthrough Multichannel Relationships” (Forrester Research) Images: Free Digital Photos | Microsoft Clip Art Gallery