Mastering Multi-Touch Marketing
The magic of multi-touch lies in merging the traditional with the digital. Direct mail involves sending physical promotional materials to prospects and customers, but when combined with digital touchpoints, it can amplify brand visibility. The goal is knowing what methods are best for your business and adapting your marketing strategy.
What is Multi-Touch Marketing?
Multi-touch marketing aims to hit potential customers with marketing messages at various points in the customer journey. This includes when customers are researching a product or service, as well as after they have purchased it. Think about your last purchase, what influenced you to become a customer?
Importance of Adopting a Multi-Touch Approach
With the availability of multiple marketing channels, customers interact with brands through social media, email, websites, and more. By adopting a multi-touch approach, businesses can ensure they are present and engaged with their target audience at every stage of the journey, maximizing their chances of conversion.
Lead-Creation-Touch Attribution Models
Attribution models serve as a valuable tool, assigning credit to various interactions that result in a qualified lead. Each touchpoint carries a distinct value, which enables businesses to customize the dynamics of their campaign. Within the multi-touch framework, there are four distinct models to evaluate:
- Position-Based (U-shaped): This model emphasizes the initial and final touchpoints, attributing more importance to these pivotal moments
- W-shaped: This approach takes into account the touchpoints at the beginning, middle, and end of the campaign
- Time Decay: As the name suggests, this model gives greater weight to recent touchpoints and gradually diminishes the importance of earlier interactions
- Linear: In this model, all touchpoints are regarded as equal contributors to the campaign’s success
Consider a scenario where a customer discovers your organization through a Google ad and engages in research on your blog page. In the following days, they receive a direct mail piece featuring a personalized section that prompts them to call the sales department. Ultimately, they navigate your website before finalizing their purchase, resulting in a total of 5 distinct touchpoints. Credit attribution can be distributed based on the investment in each touchpoint.
It is important to carefully consider and test different models to determine which one works best for your specific business goals. Some businesses may find success with a W-shaped model, while others may see better results with their own custom model. The key is to continually analyze and adjust your strategy based on data.
Tips for a Successful Campaign
Marketing strategies vary significantly between businesses. However, there are some key tips that can help ensure a successful marketing campaign regardless of the specific model you choose:
- Identify target audience and channels: Understand your target audience’s preferences and behavior to determine the most relevant marketing channels to engage with them.
- Create a cohesive messaging strategy: Develop a consistent and compelling brand message across all touchpoints to create a unified customer experience.
- Utilize a mix of marketing tactics: Incorporate a combination of digital and traditional marketing tactics, such as social media, email marketing, content marketing, and offline advertising.
- Track and analyze performance: Regularly monitor and analyze the performance of your campaigns
Expert Consultation at Your Fingertips
Our team of experts can work with you to develop a personalized and comprehensive strategy that aligns with your business goals. We offer a range of services, including graphic design, direct mail, digital targeting, and more. Contact us today to learn more about how we can help your business today!