A Multichannel Marketing Roadmap: Messaging Strategy and Campaign Design

by MarthaBush on February 4, 2011

Martha Bush, SVP Strategy & Solutions

Martha Bush

Forget about managing your relationship with your customer. Today, she manages the relationship with you!  This new fact becomes real in every dialogue or customer interaction you have. When your customer or prospect finds the information they were looking for – or were ready for – they feel satisfied and empowered. On the other hand, if they can’t put their finger on the right information they feel confused and frustrated, and they rightfully take it out on the last place that didn’t deliver satisfaction – your website, your email, your direct mail, your call center.

Multichannel MessagingThese dialogues happen at many touchpoints – or in many channels – from the first visit to a retail store or the website – and dozens of other places as well — both online and offline. Making multichannel marketing work means having a contact and messaging strategy for key member segments and every one of the key touchpoints they are likely to use. You need an understanding of what makes those individual dialogues successful. For multichannel marketing to be manageable, process is critical, as the number of components will be large and will grow exponentially as you experiment with new channels like mobile and social.

A must for multichannel, multi-segment programs is tight integration between creative strategists, marketing analysts, and the marketing technology team. Each marketing solution must be collaboratively designed with strong process management across each of these competency areas – and the creative design of campaigns is where this integration comes together, creating the moments of truth with your customers.

Milestones on the Multichannel Roadmap

1. Building a Customer Journey Map for Your Key Segments

Before creative development begins, start by mapping successful outcomes for each customer segment. What actions do you want prospects or customers to take as they move through their relationship with you?  What channels are they likely to prefer? What will define success for each type of dialogue?

2. Establish a Clear Creative Development Process

Build a campaign brief detailing the objectives for each channel. Multichannel campaign flowcharts that represent the interaction of each medium help everyone understand how the pieces work together.  Make sure they include flows for response management, data capture and measurement. Make sure the creative design team understands the complete view of creative, segment, response and measurement strategy so it can be smoothly followed through to implementation.

3. Develop a Response Management Implementation Plan

Absolutely critical to the success of a creative messaging plan is a plan for response management.  Consumers may be able to respond in multiple ways to any given campaign, and you’ll want to make sure those responses can be captured and measured appropriately. Assume that in many cases, microsites may be needed, and data capture for analysis and return to the database must be coordinated as a part of the whole.

4. Personalization Management

Use customer insights wherever possible to create relevant messaging. Personalization by segment or audience group requires a segment messaging and contact plan be designed. Consider adding personalization to the testing matrix to establish the value or lift of personalization for each campaign.

A critical success factor for multichannel campaigns is creative asset management to drive consistent multiple versions and variable messaging through the final execution and response channels.

5. Automation: Nurturing and Triggered Messaging Plans

Often campaigns need to be piloted to prove their effectiveness, but throughout the planning process you should consider how your messaging will move from a one-time pilot to an ongoing communications stream. This is ultimately the best way to manage highly complex communications to multi-segment audiences.

6. Execution and Production Management

If you are managing a multichannel campaign manually, it is clearly complex.  There’s unfortunately no silver bullet for complete automation. Most campaign management tools are not tightly integrated with the messaging engines they push to, and there is always duplication of effort in setting up the effective delivery of messages.

Evaluate the capabilities of each execution channel at your disposal. Can you utilize Print on Demand?  Can you automate and streamline the implementation process of individual email campaigns?  Evaluate the capability of your email provider to host microsites and/or for mobile or social implementations and identify a proof of concept pilot where these capabilities might be tested.

7. Test and Learn

Each of your campaigns or campaign elements should have a learning objective to build towards an ultimate roll out to an automated multichannel program.  Just because coordinating the multichannel campaign is complicated, doesn’t mean you should skimp on incorporating a testing and measurement approach into the campaign design.

Always think through the post-campaign analytics at the same time you’re doing creative and messaging development – if this is an afterthought you’ll be forever stuck in pilot mode and less able to streamline and automate to consistently improve your results and ROI.

About the Author:

Martha Bush is SVP of Strategy & Solutions at SIGMA Marketing Group.  Follow Martha on Twitteror connect with her on LinkedIn.

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