How do you leverage all your marketing channels – achieving the greatest efficiency without compromising customer satisfaction?

Many companies struggle with their cross-channel marketing strategy: specifically, how to align direct marketing with online marketing.

Online transactions are increasingly preferred by the majority of consumers. So, companies must have a strategy to increase revenue from online transactions, as well as, increase customer loyalty and satisfaction.

Here are some of the tactics you can use to develop a unified marketing strategy.

Align marketing objectives
Your first step is to align direct marketing and online marketing with a unified strategy that leverages outbound campaigns and inbound activity. You’ll need to manage every inbound customer interaction with an appropriate personalized marketing message. And, ensure that every outbound direct marketing campaign is part of an overall customer segmentation and targeting strategy. Your strategy should, of course, align with your organization’s overall retention, acquisition and other objectives.

One client of ours, Blue Cross/Blue Shield of Illinois (BCBSIL), had achieved strong marketing results, but wanted to better position themselves for future growth and more intense competition. After working together through a detailed Marketing Audit, Process Mapping and Process Definition, BCBSIL Consumer Markets put procedures into place, which helped them become a more balanced organization.

Ability to enhance offline data with online data
The second step is to understand and consolidate all available data (online and offline) to determine your customer’s true interests. Then, you can seamlessly use those advanced insights in all online and offline interaction efforts. Your data strategy should combine offline data with online web analytics to provide a complete holistic view of your customer.

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For more insight from our experts, visit our blog InsightIQ.

Segmentation Benefits Customers

Today’s customers expect – no, they demand relevancy. If what you’re trying to communicate doesn’t connect with their issues in a split second, you’ve lost them. Knowing who your customers are and what they need is a requirement to compete in today’s competitive online world. Anticipating what they want and providing value at the right time, place and format is what is needed to win.

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How are you using analytics to drive more segmented marketing?

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