The time, when marketing was boiled down to adverts or commercials in a single channel only is over. In order to pursue successful campaigns, it turned out necessary to carry on multichannel and multistage marketing activities. Popular concepts say that in order to reach particular target group, a from of the message and applicable channel need to be tailored. How to take advantage of its capabilities with Marketing Automation support?
Marketing is more than one channel
It’s worth to make every effort not only to make a potential client aware of our existence but also to make him interested in our products or services. Multichannel marketing is simply being everywhere. It means here and there, where the potential client can be found. This means advertising in the form of AdWords, dynamic banners and classic e-mail marketing, as well. It’s also worth to go beyond the web and get engaged in activities like CSR (Corporate Social Responsibility), which means business social responsibility.
Each communication channel is an encounter with client (we know or can meet)
Once we carry on extensive marketing activities in various fields, we need to remember to effectively use gathered information about current and potential clients, not only during but also after accomplished campaigns. Each and every channel is a potential source of encounter with a consumer. Marketing Automation class systems enable such multichannel activities. Merging modules like CRM, communication, automation and analytics allows to pursue complex activities in unified and standardized base. Marketing Automation also utilizes SMS sending, social media plug-ins or direct integrations with popular tools and platforms.
Following trends and results
Marketing Automation also enforces huge precision when it comes to monitoring of what happens on particular stages of marketing or sales campaigns. It’s particularly important to follow the reactions of consumers and pick up possible problems. It’s also worth to remember to use separate analytics methods to analyze effectiveness of particular channels. This way, we receive precise information, which will be used in the future to pursue better campaigns, actions, analysis and their optimization, not only regarding organization and technical issues but also concerns with cost division for particular campaign stage, methods or communication tools.
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