Regardless of how an account user has interacted with your company in the past, turning collected email addresses into leads is an essential element in growing your business and developing a relationship with these new clients. In order to make the most of your email automation, read through these easy steps, all of which increase the chance of converting email addresses into leads and ultimately, clients.
In a world where the options were basically limited to TV and radio, print and in-store, decisions on where to focus your efforts were relatively simple. But now that customer contact can happen through such a wide range of channels, retailers are faced with a challenge: how to build a presence across multiple sources, while still retaining laser-focus on an individual channel-level. In other words, having that ‘big tent’ of a multi-channel campaign, while ensuring that each element of your campaign - from print ads through to your Pinterest presence - is still working as it ought to be.
There’s no uniform way to elicit a response from consumers. No one response mechanism to rule them all. Different people (and groups of people) respond in different ways, to different kinds of mechanisms.
Take millennials, that frequently spoken about, sometimes maligned, section of the population born somewhere between the mid-1980s and the late-1990s. A section of society who emerged into adulthood during an age defined both by financial crisis, extraordinary technological change, and the explosion of social media. A generation that now represents one of the most dominant demographics on the retail landscape; with buying triggers shaped by the world into which they've grown.
Becoming a multi-channel master is all about the planning. With this in mind, let’s go right back to the beginning with a blueprint for setting your multi-channel goals...
Just a few years ago marketers used to talk about the customer journey as if it was a simple road trip from A to B. These days, with so many different “travel options” open to those customers, any talk of a linear, point-to-point map just doesn’t seem to make sense.
Back in the 1980s when KFC was just starting to build a presence in China, it didn’t do itself any favours when the company’s familiar slogan, “Finger-lickin’ good” was directly translated to a less than appetising, “Eat your fingers off”.
Your job is to market your products across multiple platforms; both online and traditional print. You need to engage with consumers through the full spectrum of marketing channels. It’s the way that we promote our products, engage with our customers, grow our brands, and, ultimately, drive sales growth.