What I find interesting is that combinations of media channels are effective. Very effective. But – in my experience – seldom used.
As you can see 62% said they use direct mail and email in combination, while 46% said they use email and print advertising and only 23% said they use direct messaging on social media sites in combination with email marketing.
I find that quite odd. You see, I cannot recall having seen a campaign combining email and print advertising. Unless they are referring to marketers running a print campaign while at the same time shooting off an email campaign.
Are you leveraging the power of multi-channel marketing pairs?
I decided to write this because it gives me a chance to tell you to look closely into how your brand is leveraging the opportunities of multi-channel marketing. I’d say it is becoming increasingly important.
You might want to start by asking your team these questions;
- When did we last review our media-channels?
- Are there any underutilized media channels, which we could use differently to get a better result?
- Are we measuring the effectiveness of each and every channel to prove our ROMI – Return on Marketing Investment?
- Have we asked our customers about their preferences? (why not?)
Sure, I have been, still am and will continue to be an advocate of customer preference (recipient control) and ROMI. But I am sure you will be too once you realize that a properly designed and well executed multi-channel communication strategy, will provide you with an even greater return on your marketing efforts.