By Dove Direct on Friday, 04 February 2022
Category: Creating Multichannel Marketing

The 2022 Multi-Channel Marketing Campaign Guide

Welcome to the Dove Direct Print and Marketing Blog. Today's post, "The 2022 Multi-Channel Marketing Campaign Guide," explains how to create an effective multi-channel marketing campaign. Before we begin, we would like to acknowledge our support for the US Olympic Team competing in the 2022 Winter Olympics in Beijing, China. We offer congratulations to all the athletes competing in the games. We wish you success and salute you for your efforts. Now back to regularly scheduled programming! Would you believe that in 2022, there continues to be a slew of marketing efforts that remain loyal to a one-slot marketing strategy or tactic? In this instance, one slot refers to selecting a single marketing medium to utilize for marketing initiatives. Now that we are in 2022, the former, now-outdated single marketing choice may seem Jurassic. Big data has opened our marketing eyes and cemented a new reality. The consumer world has broken into a bevy of niches, segments, and groups that a general one-shot medium marketing strategy can miss. That said, most marketing teams are aware that email, search, and direct mail are givens, and even though they are three distinct channels, they are not collectively classified as a multi-channel marketing strategy.



Our Quote of the Day: 
"To continue winning the internet marketing game, your content has to be more than just brilliant — it has to give the people consuming that content the ability to become a better version of themselves." — Michelle Stinson Ross

The Multi-Channel Marketing Approach



Multi-channel marketing is not exactly new. For the record, many research surveys have documented the successes of the multi-channel approach. Consumers have broadened their shopping habits and are no longer content with using a single channel for their shopping preferences. A recent Harvard Business study confirmed that 73% of consumers use at a minimum (three on average) channels to research products, services, and brands before completing a purchase. In addition, that same report indicated that the more media a consumer participates in, their value increases on average by 4% more spending for each in-store shopping experience. Further, brands experience an additional 10% lift in online spending experiences over single-channel consumers. 

More dollars are spent in-store for each additional channel a consumer engages with when making a purchase.  Brands also experience a whopping 23% uptick in repeat shopping purchases for retail stores, including increased loyalty, albeit with a higher proclivity for brand advocacy, in that the multi-channel type of consumer would recommend the product or brand to family and friends. Insofar as added value, the multi-channel experience has the propensity to collect more valuable data points across the various channels, which provides excellent insight and the ability to create future offers, also purchases, new messaging, and in some cases, entirely new campaigns.

Direct Mail Revolutionizes Multi-channel Marketing

For starters, direct mail has moved up to the pinnacle as a truly effective marketing tool that can propel consumers to digital channels. At ground level, marketers can implement engagement and responses with tools such as coupons, PURLs (personal URL's), or QR codes to deliver physical mail pieces that connect to social media channels, online videos, landing pages, websites, shopping sites, customer reviews, surveys, and contests. Consumers that receive direct mail pieces in their physical mailboxes void of the filters, obstructions, and multiple clicks common with digital channels, sidestep the obstacles, avoid frustrations and save time. Therefore, direct mail is the optimal trigger for businesses to begin building a multi-channel marketing campaign and reaping the various multi-channel benefits.

Improvements through the US Postal Service, notably Informed Delivery® (ID), provide the most efficient manner and best practices methodology to attach physical mail with digital content. (Note: You can also select a commercial print vendor that has an in-house USPS mail clerk to perform this task) The Informed Delivery system scans each mail piece and enters it into its system, sending emails to consumers with digital images of the mail piece that will arrive in their mailboxes each day or as programmed. More than 20 million households are now subscribers to the free Informed Delivery® USPS service. 

As a result, the marketing effort can leverage this ID technology by embedding a digital marker on direct mail pieces. This process replaces the black and white scanned image with a four-color clickable image that can be emailed to registered recipients. Interestingly, this four-color image serves as a digital ad that advertises the direct mail content in the upcoming mail delivery. 

The inherent value and benefits of using the ID technology amount to mail marketers being able to double ad impressions while simultaneously directing customers to various destinations such as social media channels, videos, donation pages, signup forms, surveys, contests, product launches, special sales, or grand opening communications avoiding additional postage costs. This is a win-win or a "two-for." And the added value? Informed Delivery is a free USPS service. A professional vertically integrated printing vendor such as Dove Direct can assist your organization in adding the ID component to a direct mail campaign, which in effect is the first step in creating your multi-channel marketing campaign.

The Social Media Component
It is vitally important to use social media channels to ensure that posts are applicable across each channel concerning its audience. Facebook users are different from Twitter audiences, and both of those audiences are different from Instagram, Pinterest, and LinkedIn. That is where VDP (variable data printing) comes in, with the ability to send a single piece of mail targeting various audience preferences and demographics. Therefore, posting relevant social media content for each channel's audience is paramount for success.

You may want to create a coordinated social media plan by posting special offers to loyal followers on various social network channels. Supply links to lead them back to a landing page on your website, where you can capture additional information such as demographic data points.

You can also opt to direct your followers to lead capture forms, where you can ask for specific information for data points to feed a variable digital printing press for VDP mail collateral output. That said, be sure to include a special offer to incentivize completing the capture form, along with a special offer for family and friends or a referral program.

Lastly, ensure you link these online offers back to your website, thus bringing all the audiences from the various social media channels to the same destination. It is imperative to properly incorporate the social aspect of social media marketing, which means approaching each channel as a broadcast medium. Keep in mind that monitoring the social media channels you are using can improve lead quality while also opening up conversations, responding to questions, engaging in discussions, and various forms of interactions and engagements. All of the above represents the human part of the equation. Incorporating human response and interactions is the key, as time will be necessary for social networking while managing and responding authenticates the brand.

Multi-Channel Campaigns & Email Marketing 

Now that you've developed an email lead address list via your website's lead capture form, in essence, you have now built a new marketing channel. You can now utilize email addresses to create and deliver digital newsletters or even an email drip campaign(s) that can encourage heightened response and engagement with new content and creative offers.

Organizations that promote their products and brands successfully develop leads with their websites, direct mail, email, and social media channels. The trick here is that repurposed content and creative assets reduce costs and make it much more efficient. By repurposing the content, this process also safeguards your branding, and presentation content is consistent on every channel.

Multi-channel marketing, to begin with, can be simple. As you gain a more knowledgeable handle on multi-channel marketing scenarios, you can venture out and become much more complex. Try and focus on creating and developing content that supports your marketing tactics across multiple channels. You will then incorporate that content as the backbone for your channel strategies as you move forward. The marketing experts at Dove Direct are here to assist you with planning a map multi-channel marketing strategy for each specific marketing goal you have.



The Net-Net

Now that you have a road map for building a comprehensive multi-channel marketing strategy, using direct mail marketing as the key to unlocking digital response and engagement rates, the rest is just committing to taking the plunge. And taking the plunge is to shed the old idea that a single-slot medium will suffice. To market to people today, you must reach the right folks in the right place at the right time. That requires understanding that people are everywhere, some of them hidden in plain view, on social channels, in video harbors, and various hangouts on the web. Do you know where your best consumers are? A good starting point is investing in a multi-channel marketing strategy using direct mail. We hope you found value in this article, and thanks for reading "The 2022 Multi-Channel Marketing Campaign Guide."

Let's have a conversation about integrated business solutions and how they can help grow your business, change behavior, and improve the customer experience.  Let us show you how to improve your document processes to optimize your workflow, reduce costs, and maximize your organization's printing, letter shop, and mailing capabilities. Dove Direct does have an official USPS certified bureau located within our offices that will save you time and money. We can even create a demo file for you. 

For more information, call Carla Eubanks at 404-629-0122 or email Carla at This email address is being protected from spambots. You need JavaScript enabled to view it.. 





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