The world of marketing is fast-paced . As a print provider it ' s vital that you keep up , and find appropriate ways to integrate print with other technologies
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The dos and don ' ts of multichannel marketing John Foley Jr .
All the pieces have to work together to create relevant campaigns
Building a successful multichannel marketing campaign is a bit like making a cake . For the recipe to be a success , you need to add all the right ingredients . Let ' s take a look at some dos and don ' ts for executing multichannel campaigns that will keep your clients and their customers happy .
Do : Know your audience
It sounds simple , but knowing your target customers and where you ’ ll find them is key to implementing a successful multichannel campaign . Does the campaign speak to those of a certain age , for example ? Rigorous market research and planning is a best practice that will ensure your campaigns are targeted and relevant .
Do : Use robust testing and market research to understand your audience
Don ' t : Roll out campaigns that lack a specific target and focus
Don ' t : Miss your chance
The flashiest multichannel campaign won ' t provide good value to your customers if it doesn ' t include a specific , defined call to action . Knowing what action you want customers to take is vital to crafting a multichannel campaign .
Automobile manufacturer Buick rolled out an impressive QR code campaign that linked consumers to a video about its latest model . Unfortunately , the video was shouting in a vacuum – there was no call to action , no purchase link , and no clear path for the consumer to follow next .
Do : Ensure that every part of every campaign has a defined purpose and outcome
Don ' t : Include cross-channel media just because you can , with no defined aim
Do : Know how you ' ll measure your results
It ' s vital that you use the results of a campaign to plan the next stage . A multichannel campaign can quickly get messy in terms of results , thanks to the need to track statistics across multiple channels . Knowing how you are going to gather and analyze results is a vital practice for any campaign .
Do : Plan what data you are going to collect , and how you ' re going to collect it across all channels
Don ' t : Rely solely on conversion rates or Facebook likes . You need all the statistics for an overall picture
Don ' t : Neglect planning
It ' s good best practice to look at each element of your multichannel campaign and make sure all the resources are in place to carry it out . Attention to detail is vital , whether that means training all staff on how to use the campaign voice when tweeting or making sure every link does what it should .
Don ' t let a lack of planning create a PR nightmare for your clients . When Timothy ' s Coffee decided to use social media to offer a free taste sample , lack of planning meant demand far exceeded supply , leading to many disgruntled customers .
Do : Go over all the details of your plan and make sure every element of your campaign works
Don ' t : Skip over anything . One little mistake can reflect badly on your client ' s brand
The world of marketing is fast-paced . As a print provider it ' s vital that you keep up , and find appropriate ways to integrate print with other technologies
Do : Keep an eye on new technology
Keeping an eye on the latest technology can make a world of difference to sales and visibility . The world of marketing is fast-paced and ever changing , and as a print provider it ' s vital that you keep up and find appropriate ways to integrate print with other technologies .
Do : Make keeping on top of emerging technology and evaluating its usefulness for each client part of your best practice
Don ' t : Dismiss new technologies in favour of sticking rigidly to old methods
Planning , executing and measuring a multichannel campaign takes dedication and forethought . Formulating and sticking to your own best practices will increase the chances of success for both you and your clients .
John Foley , Jr . is CEO of interlinkONE and Grow Socially . John and his team speak with print companies on transforming their businesses , and offer an affordable and easy-to-use marketing automation solution , MAX . Learn more about John at JohnFoleyJr . com .
26 | May 2018 | GRAPHIC ARTS MAGAZINE graphicartsmag . com