People dictate the integrated marketing channel mix (not the other way around)

People dictate the integrated marketing channel mix (not the other way around)

Apr 06, 2011  inspiration

 
 

There was a time when brand marketers had it much easier. In the past, the advertising channel dictated the format and content of a message. For example, in radio it was a 30, 60 or 90 second audio spot and on TV you had the same basic restrictions as radio with the added element of visuals. With print, it depended on the standards the magazine or paper followed and what solutions they offered and of course, what the prices were.

It can certainly be argued that all this made the life of a marketing professional a lot easier. You knew exactly how you had to implement your strategy because you had very clear boundaries for what you could and could not do. Of course, these boundaries were set by the individual channels. We all had a nice comfortable structured reality and we knew what we could expect from it.

Interactive marketing and today's reality of the cross-channel consumer have changed this a lot. The traditional channels lent themselves very well to "push" marketing and pure branding, but they can't support interactive marketing and offer you the flexibility to get your message to the consumer. The other way around, interactive marketing supports traditional advertising very well. The cross-fertilization of branding and interaction channels, resulting in improved efforts, are just one of the many reasons to deploy an integrated interactive marketing approach.

Cross-channel marketing scenarios are a must

In the reality of today's cross-channel consumer it's increasingly difficult to predict what path the customer will take via any number of channels to reach your conversion point. However, have we really ever been able to do that when isolating marketing efforts and channels.

The customer journey is not linear and in order to have a full view on it and be prepared for every next step, data-driven and cross-channel marketing scenarios are a must. That being the case, the obvious solution is to use marketing automation and integrated interactive customer solutions such as Selligent Interactive Marketing, to enable you to be everywhere the consumer is.

This can be overwhelming and with so much going on, the result can be that marketing professionals spend most of their time digging the ditches and never raise their heads high enough to see the bigger picture.

The need for a cross-channel marketing solution: focus on what matters most

Marketers need solutions which reduce or eliminate the drudgery of implementation and monitoring and allow them to keep their heads up and focused on the vision: cross-channel management solutions which takes the guess work out of planning, defining and executing effective marketing campaigns across all customer interaction points.

Integrated marketing automation software such as Selligent Interactive Marketing,  provides marketing pros the power of managing all interactions with just one solution for all channels.

From direct mail, e-mail, outbound calling, call centre operations, mobile messaging and social media integration, Selligent's cross-channel solution combines it all into one easy to manage campaign spanning all channels so marketers can connect with their customers and prospects the way the modern multi-channel consumers want.

Personalization + relevance = integrated marketing

To enable marketers to focus on connecting with people in a fragmented communication environment that combines several channels and touch-points, without losing themselves in unproductive tasks, an integrated data-driven cross-channel solution is a must. But it also allows them to serve their customers and prospects the information and value they need at any given time, based on each consumer's channel preferences.

Selligent Interactive Marketing has powerful personalization features based on individual preferences and profiles.

You've heard about how powerful targeting and segmentation is and you are probably also aware that too few marketing departments do it effectively. The main reason for this is simple lack of time and resources and that's why automated optimization solutions which offer this along with integrated marketing/CRM, planning & prioritization and reporting in a format that works for you are the way to go. Selligent has the products and expertise to give you less perspiration and more inspiration.

Learn more about our solutions or request a demo here.
 



Do you want to engage the multi-channel consumer?

Today's customer is cross-channel and he/she is at the centre of sales and marketing.

Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.

Discover why your business should move to an integrated marketing approach step by step and how.

Download our white paper "Moving towards integrated interactive marketing".