Playing to Channel Strength Key to Successful Cross Channel Marketing Part 2
Having laid out some generalizations about the core strengths of the primary digital channels in Part 1 of this article, it’s next interesting to consider how a Cross Channel Campaign Management system might take the best parts of each to help the marketer execute a more effective program. Following is an example.
Multi-Location Retailers/Restaurants
Retailers and food services companies (Quick Serve Restaurants) sell products that are usually best communicated visually, therefore email is a logical approach used for many years to convey new or seasonal product availability, upcoming sales, and printable coupons scannable at the point of sale. Yet, competition for inbox visibility combined with the universal nature of SMS makes text messaging a compelling tactic to drive floor traffic and sales. Even if offers are segmented, text lacks the visual “pop” that can compel a consumer to take action.
In an ideal world, a text message offer would not only be segmented for relevancy, but present recipients the chance to see the product or offer in question. If the customer were a smartphone user, a short URL might link to a mobile optimized webpage featuring visual detail. If the phone were only text-enabled, the consumer could be prompted to submit an email address in real time, to which a message would be sent that features the same visual details for reading on a computer. In both cases, consumers could be presented the option of sharing the offer with their social networks, a capability commonplace with many email tools, yet of questionable value on a stand-alone basis given the low visibility of emails in jammed up inboxes. All this would be managed by the Cross Channel Campaign Management system.
The same offer could be posted to social sites, linking off to a web form requiring registration to obtain details of the offer. It is during this process that the marketer can request mobile and email opt-in and social networking identities to grow the cross channel segment. Knowing customer social “handles” presents the chance to create and monitor a sentiment variable for these high value customers – to say nothing of directly messaging them with unique offers and incentives that could in turn be shared with the larger social universe.
Continued on the next page
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