Elephants and Omnichannel Part 1

I do wonder if mainstream marketing has lost sight of its fundamental aim. Which is of course, to help businesses gain exposure, prospects, new customers and retain old ones. But are we allowing the latest technological wows in digital marketing wag the proverbial dog?

In a very short period of time, customers have become numbed by the sheer deluge of digital content, and are demanding a less foreign and more sincere approach. We’re seeing a return to traditional values: Straight selling, Good product, and excellent personal service.

Lessons learnt: Offshore call centres

This lesson can be drawn from the kickback major UK service suppliers suffered when they moved their support teams to shores afar, where customer empathy, product knowledge and the ability to converse in your own language ceased to exist.

It seemed a good idea at the time: Cheap labour and cost efficient, robotic efficiency. But the customers talked with their feet. Call centres returned to our shores. We craved more.

Then there’s the next step: When the healthy embrace of change becomes the pursuit of change for its own sake. The more we believe our own hype, the more we sell it.

Measurable Marketing

One key ‘pitch’ word today is ‘measurability’. As the narrative goes 'the more that is known about a prospect and the more responsive they are, the stronger the justification for marketing budget'.

The narrative continues: 'Only online media is measurable.' Off-line media is not immediately measurable so it is dropped from the plan.

This is deceptive. Even though online-only campaigns are more accuratly measurable this alone does not ensure maximised results.

Increased Personalised Direct Mail Volumes

It is for this reason, that despite experiencing resurgence in overall efficacy and response rates, print media has been marginalised from the multi-channel story.

At Transeo Media we are seeing improved engagement from our clients who have implemented personalised, customer-centric multichannel campaigns combining online and offline channels.

Our direct mail clients are also reporting drastically increased DM volumes, driven by customer demands for personalised print’s unique appeal. This in turn drives stronger 2nd and 3rd phase online engagement.

Print’s wider appeal is enhanced when it is personalised and integrated with other channels, and used within multi-touch, omni-channel campaigns. Then it has the potential to transform customer engagement and build long-term brand loyalty.

For all its proven benefits, print still doesn't seem to make it up the channel pecking order in many cases. Even when it is used, the majority of direct mail remains part of a silo-ed single, possibly two-channel environment.

The overall opportunity is not being maximised.

The problem is largely within. That DM is perceived to be more expensive is an excuse. Such impressive efficacy warrants case-by-case investigation.

Many marketers don't know about print as much as digital. For many it's a struggle to work out how an offline medium can work within a data-centric, joined-up multi-channel strategy. It involves complicated things, like….outsourcing, fulfilment and postage. These need not be complicated at all. Find a partner.

A recurring theme at the DMA's mobile and connected council is that despite the amazing technology available, marketers need to take a holistic ‘customer first’ view. Mobile may be the primary touch point, but the subsequent engagement story must also be connected in a joined up and relevant way.

In summary, keep all options open. Nothing that works for the customer should be left out in the cold.