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At Digital Innovations Group, we have seen tremendous results from using a coordinated multichannel strategy. Others are reporting similar results. For example, I’ve seen published statistics reporting that multiple channels can increase response by 10 to 15 percent. The channels vary, of course, depending on the situation. When there is a very clean, opt-in email house list, we start with the email What Works? It depends. By Kate Dunn channel. If that doesn’t get sufficient attention to improve the ROI, then we turn to direct mail. On the other hand, when looking for leads or new business, often direct mail is the first channel used, along with a response mechanism that is trackable. If the organization has a strong social media strategy that we can back up, we’ll use both email and direct mail channels, in conjunction with social media. A note of caution on response mechanisms: I’ve seen a statistic that claims the use of landing pages like p-URLs and microsites can increase response by as much as 400 percent. I do believe that this particular landing-page statistic is highly skewed by campaigns that are very targeted and continue with relevant content in both the call-to-action and on the landing pages. Having said that, I don’t doubt the merit of personalized landing pages. In the realm of bad trends, recently I’ve seen too many marketers using a p-URL or QR code, but pushing respondents to what’s essentially a static page. That practice is certain to adversely impact the conversion rate off the landing page and probably irritates the respondents, too. Bottom line? We all know it: The key is to get the right message to the right person at the right time and via the right channel, which means you have to know a lot about who you are targeting and what their motivations might be. Click here to read the complete November AdVents
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