There is considerable anticipation building for the release the movie Avengers: Infinity War. For the first time, the Avengers are teaming up with the Guardians of the Galaxy to stop Thanos from getting all six infinity stones, which would allow him to destroy half the universe with the snap of his fingers. The team has significantly grown since it first assembled in 2012 with the addition of Spider-Man, Black Panther, Doctor Strange, Ant-Man, Scarlet Witch, Falcon, and War Machine. It’s like the biggest movie crossover ever. Similarly, multi-channel marketing is the big crossover of communication channels and, like the Avengers, they achieve more success when they work together.
In the modern world of complex smart technology, consumers’ eyes are everywhere. Some look in different places than others. You can’t efficiently reach your target audience from only one place, just like how no single superhero can face a big threat alone. You need to recruit multiple heroes – I mean, channels – to best meet your goals and allow everyone to engage with the medium of their choice.
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The Avengers know their target audience: the people of Earth. More importantly, they know their enemies. When you implement multi-channel marketing, the first thing to do is create thorough buyer personas to clearly identify who you are selling to so you can then determine what channels to use. For instance, if one of your personas is a young college student, you should include mobile, social media, and email. If your persona is a retired senior citizen, you should use direct mail, billboards, or TV. Writing a blog about your personas’ interests will engage them and drive traffic to your website through social media and SEO, then proper lead nurturing can convert them into customers. But remember, you don’t want to use just digital or just print. For instance, with IP Targeting you can send a direct mail piece followed by a digital ad to the same address.
Another important strategy to implement is segmentation. People are more likely to respond if you address them by name and engage them with relevant content that actually applies to them. Your marketing databases can be segmented many ways such as past purchase behavior, survey responses, gross income, geographic location, or customer lifetime value. In addition, adding personalized URLs, or PURLs, helps to grab their attention and increase response rates by up to 30%.
The Avengers are a unified team (well, except for the one Captain America movie). They communicate well and when the message is consistent across all channels, they are unstoppable. 95% of marketers say a multi-channel marketing campaign is important to their business, and I’m guessing 100% of the people that see Avengers: Infinity War will enjoy it. Before you do, download our free eBook, An Introduction to Multi-Channel Marketing.