Customers are more reachable than ever. And while the smartphone has become a focal point of communication thanks to social media, email and text messaging, it’s important to communicate with your customers in the way they want. After all, it doesn’t take much effort to ignore something you don’t want to see.
Running campaigns across multiple channels might seem too complex or complicated, but if you play it smart with your technology investments, you can boost your marketing output with minimum effort.
Here are some tips for building a proper eCRM programme:
What does ‘Multi-Channel Marketing’ mean?
Put simply, multi-channel marketing is the process of reaching a customer through a variety of channels, both direct and indirect. This includes social media, email, SMS, websites or even brick-and-mortar stores.
That’s a lot of different ways to reach people, which is what makes a multi-channel marketing strategy such a powerful tool. It allows you to be where your customers are. You’re giving them more choice in how they interact with you and increasing your chance of making a meaningful connection with them.
How can you put multi-channel marketing into practice?
Now you know what multi-channel marketing is, and you’ve got your multi-channel marketing strategy planned. It’s time to put it into action. But where do you begin?
Well, your strategy might be solid, but you also need the right tools. You’ll require something that collects customer data to capture leads and conversions, as well as communications tools to engage customers with the right messaging (on the right channel) at the right time to seal the deal.
That’s a lot of work, right? Not necessarily.
All-in-one marketing platforms take the sting out of the tail of multi-channel marketing campaigns by taking the busy work out of your hands. They provide a variety of marketing services, including email and SMS marketing functionality, automation, customer tracking, A/B testing, contact management and promotions, all in a single platform.
Increasing efficiency and getting better results with an all-in-one platform
There are more than 7,000 marketing technology platforms available today, and while many manage to cover part of your requirements, most only handle one or two pieces of the puzzle, like SMS or email campaigns. Investing in a unified platform that manages and integrates all your separate communications channels cuts through the static and gives you more bang for your buck.
Integrated platforms mean you don’t have to struggle with a bunch of different programs to run your marketing campaigns. It takes time, effort and money to purchase and learn multiple platforms, and that’s without considering the frustration of remembering multiple passwords and usernames. There are also significant resourcing benefits to be found in a unified platform thanks to not having to train your staff – who likely have different levels of training and understanding in the first place -on multiple CRM, email, mobile, or ecommerce programs.
Protecting your data with an all-in-one platform
Another primary benefit of an all-in-one platform is data security. As you collect sensitive personal customer information to fuel your campaigns, you need to keep it protected. No one wants to be the victim of a data breach.
With a unified platform, you don’t run the risk of potential data breaches when people transfer data from one platform to the other, for example via email.
One form of security found in all-in-one platforms is known as encryption at rest. This is simply the process of protecting inactive data. Encryption at rest protects your customer data wherever you’ve stored it, whether that’s on a local hard drive or in a cloud-based storage platform. Multi-factor authentication will also protect the data you’re capturing from different sources, providing a robust extra layer of security for sensitive data by requiring more than one form of information to log in.
And while your campaigns are securely and efficiently running themselves, you’re able to use real-time reporting insights and adjust accordingly, delivering the best possible results for your customers – and your business.