Multi-Channel Marketing Campaigns

Sounds like an old throw back to the good old days of the late 90's. But we aren't going to see the Blimps, ad-sponsored car wrappers, the return of the logo'd mousepad, or anything else that can't truly be measured. Now having said that, we will soon be proven wrong on the drive to work. But I will not be wrong in saying that it all has to be measured.

We have deployed with companies and agencies alike this year terrific multi-channel measurable marketing efforts. The key to each campaign in the campaign landing page or URL with a back end (emailROI) to capture, track, distribute leads based on business rules, and have the foresight in place to set up the triggers, autoresponders and tierary emails based on the response type, data and client maturation that is important to reaching the goals of the client.

We are seeing a comeback in Direct Mail with unique PIN codes to track offers, lead sources, mailing waves and incentives to truly measure the impact of each campaign. Having this type of planned campaign in place prior to launch will give you the true measurement of the dollar to lead to client metrics you are looking for.

Think about how you target with print and drive them to the web. The audience flocks to the web with greater frequency today and in will even more so in 2005. If you can have your database set up to gather this information and put it to use, you will see your read rates, click throughs and sales grow.