Craft the messaging and offer that will resonate best with
each segment.

The final step crystallizes the efforts of the three preceding phases, and is firmly grounded in their key learnings.

What’s important at the execution phase is to leverage the full breadth of marketing channels. Adding personalized direct mail, transactional branding ads, permission email, targeted banner ads or specialized communications such as webinars can dramatically increase an organization’s Return on Marketing Investment. They benefit from the immense multiplier effect gained from using multiple, coordinated channels.

However, marketers can’t simply convert users to new channels. Best of class marketers don’t replace channels, nor attempt to migrate consumers to unknown channels. They learn what channels customers already use, and offer additional new channels and channel combinations that meet those needs.

This execution step also provides the ultimate litmus test, as a strong, campaignable idea is applied across multiple touch points. The specific messaging and offer must be clearly tailored to reflect customer value, leverage brand equity, and spotlight any important competitive advantages.

In the end, there are several key reasons that this process has proven so successful in solving today’s multichannel challenges.

It begins with a deeper understanding of customers; is designed around clear objectives; is based upon customer value; and is tailored and adaptable to form a more meaningful and responsive connection with every customer.

In addition, it takes advantage of the power of involvement in media, involvement that engages prospects and customers as a first step to relevant customer experiences.

About the author: Ron Jacobs is President of Jacobs & Clevenger, Inc., and the coauthor of the Seventh Edition of Successful Direct Marketing Methods. To discuss how Jacobs & Clevenger can help tailor an approach that will meet your multichannel marketing challenges, please contact Ron at 312-894-3000.