Getting to Grips with Multi-Channel Marketing

The number of marketing channels continues to grow, meaning marketers have to become adept at co-ordinating, and juggling, a mix of activities - from direct marketing to pay-per-click, social media, email and more.

Companies big and small are quickly moving to a multi-channel approach, but those that are seeing a real improvement in their ROI are using the latest technology to co-ordinate their campaigns and maximise the impact of the work they do. Only by brining everything together and gaining insight into what works and when, can each channel be developed to reinforce the others, improving the success of the overall marketing activity.

Technology such as Profunnel’s demand generation platform delivers incredible visibility over campaigns, together with the ability to enhance both tactical and strategic marketing activity. By integrating with the CRM system it means companies can create, control and manage campaigns across key media, while giving insight into why, when and how your customers are most likely to buy.

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‘Digital Finger Printing’ Now Core for Sales Success

Over the last decade the growth of the Internet has seen the customer buying process change dramatically. Now businesses that fail to capture, tag and track vital information about the many elusive visitors to their website are unlikely to survive.

Understanding who these visitors are, what motivates them, where they are in the buying cycle and more – the technology,such as demand generation, is now available to build this into an in-depth profile of your prospects – their ‘digital finger prints’ – that gives sales people the edge they need to win the business.

This ability to tag and track website visitors opens up a new world of opportunity, providing insight into prospects’ buying motivations and behaviour throughout the sales cycle. Rather than giving just an overview of the website’s performance, it builds knowledge of who wants to buy and when – creating the digital fingerprint, or DNA, that is crucial to sales success.

For more information the Profunnel White Paper on the importance of digital fingerprinting is available for free download here.

Taking Advantage of Social Media

The growth of social media in recent years has been phenomenal, not only for individuals but also for companies and brands. So how can companies take full advantage of this opportunity to develop their business?

Firstly plan your social media activity as part of the overall company marketing strategy, taking in appropriate channels such as blogs, Facebook and Twitter. Once you become actively involved in social media you’ll need to track and respond to numerous tweets and posts. This can be very time consuming for companies, but it’s vital to maximise the impact. Fortunately there are now social media tagging and tracking solutions that make the process a lot easier.

By allowing these software solutions to analyse your social media activity, companies can quickly respond to potential interest, helping develop business and increase sales. Any leads generated can be tracked and monitored, creating demonstrable ROI on your social media activities and supporting future planning.

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Email Marketing Continues to Grow

According to new research by Econsultancy, the email marketing industry has increased by 15 per cent year-on-year. The research revealed that email marketing is worth £336 million to date this year.

There are many reasons for this increase in email marketing, but one of the most fundamental is that companies are now finding that email marketing can be successfully, easily and cost-effectively integrated into their overall marketing activity. From big business to SMEs, companies are embracing email to support both tactical and strategic marketing campaigns.

Add to this the latest tracking and tagging technology, which allows companies to monitor customer response and action on every element of an e-shot, and now we are seeing email marketing becoming far more targeted and personalised. The result is increased lead generation for companies and improved ROI – elements no company should turn their back on.

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