As we wind down the holiday buying season and start to look ahead to next year, the question on many direct response marketers’ minds continues to be how to target the right customer with the right offer. And perhaps even more importantly, how can this be done without increasing CPA.
Marketers need the ability to capture their audience’s response through any channel. For instance, what happens when your customer sees that spot on TV and decides to purchase via a mobile phone or the web days after the airing? What about the customer who saw the ad, visited the site and did not buy? Or, what about the client who did not see the spot, but is a potential buyer because of his or her past history?
The key is to cover multiple media channels and add new channels for response. It’s much more cost and time efficient for marketers to integrate all channels, as opposed to planning for TV, online and mobile separately. It only makes sense to consider multichannel response options because you can’t tell a customer where to buy; you can only suggest mediums through which to engage. Try to cover as many POS areas as possible, so the experience for the consumer is as integrated and easy as possible. You will extend the reach and effectiveness of media buys and capture sales that might otherwise be lost.
Not all customers want to transact the same way, so behavioral targeting and dynamic scripting which changes “on the fly†adapting for each customer’s specific responses is critical. By providing them with multiple options in the most important segment of the purchasing funnel – the actual buy itself – you can convert them from a shopper to a buyer.
Let’s take a brief look at a typical customer journey. Let’s assume that the consumer sees something they like on TV and calls the 1-800 number flashing on the screen. Depending on what the consumer is asking for in the phone call, you need to provide them with the right automated response and guide them down the purchasing path. Next, look at all the buying criteria and create individual scripts for each product. If the transaction was not completed the first time, follow up with email or SMS campaigns to help close the deal.
For your next keystone-marketing event, don’t leave sales on the table. Direct your consumers’ response through a multichannel program to capture ALL the sales generated by your advertising activities. Make a New Year’s resolution not to lose the right customer to the wrong channel or wrong offer.
Michael Ferzacca is CEO of Ignite Media Solutions.
Tags: behavioral targeting, blog, consumers, cpa, customers, ecommerce, Electronic Retailer, email, ignite media solutions, mike ferzacca, multichannel marketing, sms, tv
In a difficult market — don’t stop marketing, just sharpen-the-saw and apply your efforts towards programs that generate results. These market conditions still provide opportunities to marketers with the guts to continue investing — DRTV media rates are down, placements are up and a multi-channel strategy can still deliver results. Focus on those tactics which generate proven results like CPA online marketing — By designing a campaign with zero ad-waste, you can optimize your investment and structure a multi-channel campaign off your proven performing creative — both online and in broadcast/mail. Those marketers who have courage and the creativity to adapt will be rewarded.
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