Leveraging Multi-Channel Touchpoints

Integrate online, offline, & mobile communications

Today, customers engage with your organization across a growing variety of channels. Your website is just one of them. You may also have physical stores. You probably have a telephone, too. And now you’re considering mobile applications, social media, email marketing, AdWords campaigns and many other options.

Understanding the customer journey across these channels is essential to the success of any modern marketing venture. In fact, the better you understand this journey, and why customers have chosen specific channels, the better you can provide targeted content to improve their experience and increase your conversion rates.

The secret is rich interactions – engagements that involve deeply interconnected messages across all of your communication platforms. Interactions that attract, educate, and ultimately convert your visitors – wherever they choose to visit you.

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ATP World Tour: Going Mobile

Three keys to successful multichannel marketing

Don’t view multichannel marketing as cannibalization of existing channels. Rather, look at it as giving your customers better, more convenient choices. See ATP case study.

Customers want you to recognize them when they come to your place of business – wherever that may be. Personalization is an important part of building stronger customer relationships. See Blackmores case study.

Integration of on- and offline activities is essential. Websites can no longer live in isolation in cyberspace – they need to be part of a total communications strategy. See NHS Direct case study.

Want even more inspiration? Then browse through our many cases and see how others have created effective engagement strategies!

Six Questions to Guide Your Initiatives

Maintaining overview across such a complex communications infrastructure may seem difficult, but not if you have taken the time to think about a few key issues:

“Can we provide differentiated content to web and mobile users?”
“Do we have a process for coordinating search-engine marketing activities (SEM)?”
“Do we have a single, powerful analytical tool that works across all media?”
“Do we know how our electronic presence affects our offline activities?”
“How can we use online self-service functions to reduce our offline costs?”
“How can we use online data to enhance our existing CRM tools?”

Looking for answers? Perhaps some of our current Sitecore customers can inspire you to expanding cross-channel communications in your own company.