Consultancy services– end to end solution scoping for consulting services for single window multichannel communication services Multi-channel communications incorporate messages into documents delivered via two or more media channels, including print (Printed Hard Copy statements), e-mail( Encrypted PDF), Web (personalized URLs or Web microsites), and text messaging (SMS Blast). The real value in multi-channel communications campaigns is the use of personalization for a more targeted, relevant, one-to-one approach that engages the customer in a dialogue. These software tools also offer tracking and measurement features that enable marketers to conduct real-time campaign management and immediate measurement of campaign success and ROI.
Some commonly-used terms for multi-channel communications include:
• Cross-media publishing
• Cross-media communications
• Multi-touchpoint campaigns
• Integrated marketing campaigns
Effective marketing communication requires an approach that supports the channels preferred by the recipient, whether they are print, the Web, e-mail, or a mobile
Multi-channel communications use a combination of media to deliver the right offer to the right individual at the right time, resulting in improved response rates, market awareness, revenue, and profitability for the marketer. Multi-channel communications are essential in business-to-business (B2B) and business-to-consumer (B2C) sectors alike as the highest-value customers use multiple channels for shopping and purchasing.
The Figure below outlines the workflow of a simple multi-channel communications campaign.
The first communication is typically some form of direct mail (print or e-mail). An appealing creative strategy and the use of personalization can help attract the recipient’s attention. The most important components of any direct mail campaign are an appealing offer and a call to action that drive the recipient to the next step. The call to action may prompt the recipient to visit a pURL, which leads to a personalized Web page populated with images and offers based on customer data.
These personalized Web pages are often called Web landing pages or microsites. Upon visiting these personalized Web pages, the recipient may be asked to answer a few short survey questions and/or update their customer information using form fields. This survey data and updated customer information can help the marketer build a database for use with more relevant campaigns in the future.
A “thank you” e-mail is automatically generated and sent to the recipient at the conclusion of his/her Web visit. At the same time, the recipient is qualified as a lead based on responses to the survey questions, and an e-mail is sent to the local sales representative to notify him/her of the new lead. The sale representative can then follow-up with the recipient directly—and all of this can happen within minutes as opposed to hours, days, or weeks with traditional methods.
The final component of the multi-channel campaign is the logic, or the Campaign Dashboard. Existing solutions leverage browser-based dashboards accessible to the marketing professionals via login access. This enables the marketing executive to track and monitor the campaign at any stage and in real-time. The key here is to allow for live reports and immediate revisions to the campaign based on success or lack thereof.
Real-time campaign management includes response tracking, e-mail open rates/bounce rates/spam filters, click-through rates, Web addresses, and date/time/number of visits. These are all valuable data points for a marketer. These features enable the marketer to monitor the campaign effectiveness and ROI and to generate reports based on specific criteria. Finally, sales reps can be automatically alerted of “hot” leads.
Print service providers have recognized the need to transition to the “marketing service provider” role. In today’s market, the tools are available. Marketers want to use the tools, and print service providers need to understand that true profits can result from becoming a marketing services partner by generating e-mail campaigns, customizing landing pages, and providing consulting services. The multi-channel approach is proven, and in the fragmented world of media preference, it’s the next logical step for print service providers