Multichannel Brand Management: Refine Your Message
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As the online channel has settled into the mainstream in recent years, multichannel integration has become more crucial for catalogers. Still, there are plenty of marketers out there who neglect, or simply fail, to maintain one voice and a cohesive visual treatment across the three key channels: catalog, Web and retail.
The sooner you determine a course of action that integrates your messaging across channels, the quicker you’ll succeed. It’s one thing to get the first sale. But you really want customers to come back to you again and again. And that’s where the importance of multichannel recognition kicks in.
To make the leap into successful integration, one of the first steps is to recognize that not all media is good for all things. For example, consider that direct marketing print media, such as catalog, space advertising and direct mail is good for:
• customer acquisition and lead generation;
• romancing an offer;
• direct selling;
• increased “shelf life” (i.e., people keep catalogs);
• increased pass-along;
• dependable deliverability; and
• better perceived credibility and reliability.
It can be very expensive as a customer relationship tool in a business in which many changes need to be communicated, however. Also, unless you have a huge budget, space advertising can become a quagmire of costs with little return. Even with direct response space ads, measuring results is tricky and often deceiving.
Meanwhile, electronic media, such as Web and e-mail, is good for:
• cost-effectively maintaining relationships;
• communicating product or program changes;
• conveying urgency;
• encouraging dialogue; and
• dynamic personalization.