Tuesday, January 8, 2013
This week, I'm presenting a series of posts that reveal some of the top things consumers want from marketers—backed by solid, statistical data. Then we take it a step further by providing real, actionable recommendations to help you improve your cross-channel marketing program.
Check out Part 1 of this series, then read on for today's tip!
TIP #2: Consumers want to buy from the brands they interact with
Online interaction has a direct impact on purchasing behavior. Our research tells us that , while email and direct mail have the strongest impact on purchase decisions, other channels (including Facebook, SMS, mobile apps, and Twitter) also influence buyers—even though these may not be the preferred channel for marketing communications! (Source: ExactTarget's 2012 Channel Preference Survey)
This is a clear indication that, while consumers may have a preferred channel for marketing communications, they tend to use more than one channel. Brands who receive permission to message consumers through multiple channels may dramatically increase their sales potential.
RECOMMENDATION #2: Marketers should identify their brand's advocates and reward them for their business.
Industry experts are quick to try and put a "value" on Facebook fans. ($136.38 is a figure that's often quoted.) But not every Facebook fan is worth the same amount—some are definitely worth more than others. Think of each customer as an individual, seek out those who truly love your brand, and reward their loyalty! To best serve brand advocates and drive incremental sales, marketers should:
MOVE BEYOND MEASURING TOTAL REVENUE BY CHANNEL. Instead, take a look at revenue per subscriber/fan/follower. You may find that your Twitter followers are small in number, but convert at a much higher rate than other channels. Be sure to also take into account repeat customers and average order value.
ENCOURAGE A CROSS-CHANNEL RELATIONSHIP, BUT DON’T REQUIRE IT. Not every channel is right for every consumer. Some Twitter customers have no use for email, and some email customers might not be interested in Facebook. So make it easy for consumers to engage across channels, but don’t penalize those who choose not to do so.
IMPLEMENT A CUSTOMER REWARD PROGRAM THAT CROSSES CHANNELS. It’s important to reward those who support your brand online—but why discriminate based on channel? Rather than offering “email exclusives” or making deals “only available to our Twitter followers,” consider offering promotions based on online brand interaction, regardless of channel.
Check back for more tips and practical recommendations in Parts 3-5 of this series.
Looking for more advice to help take your marketing program to the next level? Check out the Field Guide to Cross-Channel Marketing.