eMarketing & Commerce (eM+C)

You will be automatically redirected to emarketingandcommerce in 20 seconds.
Skip this advertisement.

Advertisement
Connect
Follow us on
Advertisement
 

How Cross-Channel and Multichannel Marketing Differ

April 16, 2012 By Dan Smith
Get the Flash Player to see this rotator.
 

In an informative podcast recently from ClickSquared, Suresh Vittal, vice president, practice leader for customer intelligence at Forrester Research, addressed the distinctions between multichannel and cross-channel marketing. This compelling dialog highlighted the key capabilities marketers should seek in a marketing platform, and also underscored the importance of working with a vendor that can effectively manage your marketing database.

Here are four key takeaways from Vittal's presentation:

1. An organization should closely examine its needs before choosing a marketing platform. Vittal explained the difference between hosted software and true cloud offerings, helping marketers to understand the pros and cons of each.

2. Choose a platform that fits those needs. When discussing the differences between multichannel and cross-channel, Vittal stated, "If simply multichannel marketing was your requirement, all the capabilities you would have to look for in a marketing platform would be the ability to execute messages in different channels. But if cross-channel marketing is your end objective, the capabilities that you will need are far more complex and nuanced. You'd want, for instance, the marketing platform to be able to retain promotion and response history, or what I would call the institutional memory of the relationship you have with your customer across all channels. You'd want the marketing platform to be able to design a communication stream that hands off the customer between channels and is able to pick up the conversation between the channels."

3. One of the needs that Vittal recommended considering carefully is the business rules necessary to execute your desired program. He continued, "This [a cross-channel platform] will require the marketing platform to be able to process a whole host of complex business rules to be able to decide which direction to take the conversation and how to process the responses so they're relevant to the customer at any given time. The marketing platform must also be equipped to design and identify events and trigger communications based on those events. It also needs to be able to analyze information in real time, or in the batch mode, and make decisions based on that information. Cross-channel marketing will also require your marketing platform to support outbound as well as inbound communications through the same platform."

4. Last but not least, the discussion also included Vittal's thoughts on data management. This is an important topic for organizations struggling to manage an ever-increasing amount of data from a growing number of marketing channels. While cloud marketing platforms don't eliminate the need for rigorous data hygiene practices, marketing in the cloud does mean that many common data management challenges are solved by the vendor's tools and accompanying data management service offerings.

Dan Smith is the senior vice president of marketing at ClickSquared. 


 

Companies Mentioned:

SPONSORED CONTENT

MORE ON INTERNET MARKETING >>

FROM THE BOOKSTORE

PDF FORMAT

<i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> 

It's true. Email marketing is still going strong, and continues to be one of the most important factors in any marketing campaign. 

From the first six months of 2010 to the first six months of 2011 alone, there was a nearly 21 percent increase in email volume! The average number of emails received per day in the first six months of 2010 was 472, and during the first six months of 2011, the daily average increased to 571. Marketers are having success with their email campaigns and using it more and more.

That being the case, your email marketing campaign needs all the attention it can get, and knowing what works and what doesn't is the best way to start. That's where "The Ultimate Guide to Email Marketing" comes in. 

The Guide is brought to you by the email marketing experts at DMIQ and their extensive research into one of the largest email campaign archives in the industry. On top of latest trends, it features 19 best practice chapters from today's email marketing thought leaders. You will learn how to create a relevant email program to nurture leads and drive sales, how to best use call-to-action visuals in your emails, and how to use social email to improve marketing effectiveness.

You’ll also learn:

•	Email Marketing Trends in 2011
•	Best Practices in Writing Subject Lines
•	The Strategy (and Tricks) for Improving Open Rate and Response
•	6 Tests to Improve Email Program Results
•	5 Best Practices for the Gangbusting Email Campaign
•	Best Practices for Improving Email Performance
•	6 Ways to Make Your Emails Mobile-Ready
•	Email Branding — The 16 Most Effective Strategies
•	11 Best Creative Practices for B-to-B Email Marketing
•	The Keys to Developing a Successful E-newsletter
•	How to Determine Your Customers’ Email Content Tolerance
•	How Email Marketers Can Optimize the Social Media Opportunity
•	…Just to name a few!

This comprehensive report also offers three in-depth case studies, so you can see practical examples of how these methods worked for real-life businesses. "The Ultimate Guide to Email Marketing" is an essential tool for any business that ever sends an email. 

<b><u>100% Money-Back Guarantee</b></u>

Your order is risk-free. If you are not completely delighted with “The Ultimate Guide to Email Marketing,” notify us within 30 days for a complete credit or refund, no questions asked.

<u>About DirectMarketingIQ</u>
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry.

Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

PDF FORMAT "Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated." -- from The Ultimate Guide to Email Marketing It's true....

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: