:: Multichannel Marketing 101
Welcome to the premier issue of The MultiChannel Marketer. This quarterly newsletter is your resource for the latest news and trends in the world of multichannel marketing. Our goal is to provide you information and guidance to improve your marketing programs.

So what is multichannel marketing? Some marketers are doing it. Some marketers think they’re doing it. And some marketers are just thinking about it. Here’s our definition:
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:: Multichannel Approach Enhances Campaign ROI

Mutlichannel marketing boosts program results. As you plan your Multichannel programs there are five key elements you should consider to ensure success.

Know your customers
Gather as much information as you can.
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The more relevant your marketing messages and communications are, the more successful your program will be. That includes knowing when, where and how your customers want you to reach them. But knowing the right combination of timing, channels, and content that will resonate is a whole different story. Testing is the key.

The problem is that most firms can't afford to test that many variables. How do you determine what works without getting bogged down in internal bottlenecks and outrageous costs?
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As seen in DMNews, a recent report by Winterberry Group recognizes a shift from above-the-line marketing (mass media) to below-the-line marketing (direct mail, interactive marketing, database marketing, etc). Some key factors responsible for this shift include:

• Growing effectiveness of multichannel campaigns (those that cross multiple media) reinforce demand for tactics that establish one-to-one relationships between marketers and consumers.

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A Click Tactics customer in Travel & Hospitality recently saw a 3X improvement in response rates by preceding a direct mail piece with an email message. This choreographed effort included an image of the forthcoming direct mail piece in the email.