A Presentation on

Multi-Channel Marketing

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Multi-Channel Marketing / OCDM Direct Marketing

Program Objectives

Locate

Reach

Attract

Retain

A 4-tier customer development process.

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Multi-Channel Marketing / OCDM Direct Marketing

Locate New Customers

Age of Children

Business Volume

Business Employees

Hobbies and Interests

Use available data to find common factors between existing customers, and identify more like them.

Sport Enthusiast

Emerging Industries

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Multi-Channel Marketing / OCDM Direct Marketing

Reach New Customers

Direct Mail

Specific

Trackable

Personalized

Triggered

Through multi-channel marketing

Internet

Trackable

Relevant

Pay per click

Controllable by geography and budget

SEO

Organic traffic

Take advantage of unique search terms and increase your search position

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Multi-Channel Marketing / OCDM Direct Marketing

Retain Existing Customers

Direct Mail

Specific

Trackable

Personalized

Triggered

Through effective triggered marketing

Internet

Organic Traffic

Trackable

Relevant

Controllable by geography and budget

SMS

Special Reward

Instant Delivery

No Filters

Opt-In

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Multi-Channel Marketing / OCDM Direct Marketing

Retain Existing Customers

Use text messages to notify people of a special happy hour

Bonus Power Points

Special Rewards for texting POWER to 31213

Offer your existing and prospective customers an incentive for volunteering to become part of your database.

Through Text Messaging Ensure that the information passed to the

customer increases in value over time (for the customer).

Constantly reinforce the incentive using new info from the customer (create a dialogue,not a monologue)

Increase the level of permission — more reward to the customer for more information!

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Multi-Channel Marketing / OCDM Direct Marketing

The Benefits of Multi-Channel Marketing

Increased Response Rate

Interactive Customer Experience

Improves Tracking

Deliver More Content

Integrate Video and Audio

Lower Printing Costs

Lower Postage Cost

Longer Marketing Life

Capture relevant data

Isolate your database into active customers looking for your product in a specific time frame

Automate followup programs

Personal communication with prospects

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Multi-Channel Marketing / OCDM Direct Marketing

Developing a Multi-Channel Campaign

Personalized web page

Multimedia Mailer

Use direct mail to drive traffic to website

Use themed web page to deliver more content

Web page changes as data is collected making a more personal experience

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Using Web 2.0 for Direct Marketing

Source: New Media Emergence in DM & Brand, DMA, 2008

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2008 DMA Statistics

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2008 DMA Statistics

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2008 DMA Statistics

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2008 DMA Statistics

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2008 DMA Statistics

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2008 DMA Statistics

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2008 DMA Statistics

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2008 DMA Statistics

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2008 DMA Statistics

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2008 DMA Statistics

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