InsightIQ Blog

An Eye on Consistent Cross-Channel Messaging

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Jul 27 2009

For this post, I really wanted to bring up a topic that may be obvious to some, but a distant thought for others: consistent, unified messaging across all channels.

In today's market, it seems like there’s a new interactive channel or medium popping up every year from advanced web targeting to SMS to social media. However, many companies are not embracing the new touchpoints and in turn fail to deliver a consistent message to each and every channel that they utilize.

In my years as a marketing consultant, I’ve been lucky enough to work on some great cutting edge projects for client looking to utilizing the latest technology to deliver marketing messages. With that said, there’s a fair amount of businesses out there that focus all of their marketing efforts on one or two channels (typically direct mail and call center) with a good amount of email thrown into the mix but they may not apply the same scrutiny and precision to all channels.

My point is this, whether you are targeting customers or prospects, do everything you can to make a concerted effort to send the same message regardless of the delivery medium. For example, if you spend your marketing dollars and resources to identify strategic segments for a particular campaign, and then deliver your message via direct mail, you should also be prepared to deliver that same message to that user when they login to their account on your website or place a call to your sales agents in the call center.

Bringing your message full-circle will provide a more consistent user experience and make the most of your marketing efforts. With the capabilities of the marketing automation software available today, delivering your message consistently across any channel is quickly becoming a must-have in any industry that plays in both the direct mail and online interactive space.

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