Multi-Channel Communications: Engaging Your Customers

Twenty years ago, an attempt to reach 80% of the American population could be covered by placing an advertisement on the three major television networks. Today, it would take 150 to 200 advertisements to achieve the same reach. Consumers are bombarded with anywhere from 200 to 3,000 messages per day. Researchers estimate that 25%-30% of total media time is spent multi-tasking[1] and that 70% of media consumers use multiple forms of media at the same time.[2]

eMarketer reported that the majority of consumers are simultaneously consuming multiple media options—they are reading the newspaper while watching TV or checking e-mail while listening to the radio. Each consumer’s desired media experience is different, which means that organizations must provide a multi-channel platform to cater to the largest consumer population possible. Multi-channel communications can:

·         Increase potential response rates and return on investment

·         Provide real-time tools for tracking campaign results

·         Provide new revenue-generating opportunities via value-added services

·         Increase digital color print volume

Last Christmas, in a difficult economy, Internet holiday revenues only dipped 2%, while brick-and-mortar retailers experienced year-over-year sales declines in excess of 20%.[3] Consumers are experiencing higher comfort levels with Internet purchases—which means that organizations must adjust how they reach out to this changing consumer base. Multi-channel marketing is rapidly translating into profitability for marketers. Recent studies show that consumers who use at least three channels when shopping spend up to ten times more than single-channel consumers, generating 25%-50% more profit.[4] InfoTrends’ recent multi-client study entitled Multi-Channel Communications: Measurement & Benchmarking found that multi-channel marketers use an average of five delivery channels for their cumulative marketing efforts.

Multi-channel communications incorporate customized and personalized content in documents delivered via two or more media channels, including print, e-mail, Web (personalized URLs), text messaging, and mobile communications. Multi-channel communications may also be referred to as cross-media publishing, cross media-communications, multi-touchpoint campaigns, and integrated marketing campaigns. Through the use of the Web and e-mail as well as mobile technology, multi-channel communications offer quicker and easier ways to track marketing campaigns that print alone cannot provide—giving marketing professionals the ability to truly monitor and measure the success of their marketing dollars spent. This can be done in real-time through Web-based marketing campaign dashboards. In today’s economy, results are the primary focus for marketing executives. InfoTrends’ Multi-Channel Communications: Measurement & Benchmarking study confirmed that campaigns blending e-mail, customized landing pages, and print yield a 35% improvement over print only.

On average, what type of response rate do you achieve from campaigns using the following combinations of media channels?

The message is a simple one—multi-channel campaigns are the here and now because they are more effective! Whether you are a print service provider or a data service bureau, now is the time to transform print-only documents into multi-channel communications that engage the customer in a dialogue.

Stay tuned in May, when we’ll discuss the key components for success in a multi-channel campaign.