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Multi channel communication

Multi channel communicationThe goal of writing multi channel communication plan is to get an audience to invest their time, money or efforts in a product or service. Therefore, communication plans should always consider the audience that will be receiving and responding to the communication messages.

Creating a web site takes lots of effort. But if it doesn't perform well, all your efforts get meaningless. It's always better to evaluate the return you'll be able to achieve from the marketing objectives you have set, and then plan your steps accordingly.

Companies have made major improvements in improving ROI (Return on Investment) in areas such as production, logistics, and services. However, examining the productivity of marketing has long been ignored and has led many companies to view it as an expenditure that can be cut in difficult economic times. Calculating ROI for marketing expenditures such as media can help marketers defend their decisions, allocate limited resources the most profitably, and perhaps obtain larger budgets.


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A multi channel communication strategy gives businesses more opportunities to interact with customers in the way that customers prefer to interact. Follow these general guidelines for a successful multichannel campaign:
  1. Test which channels work the best in different situations. Organize around a specific product or service and establish a control group for overall evaluation of the multichannel effort. Communicate information to the control group in the single communication channel used most frequently.
  2. Communicate the same message through various communication channels to the remainder of the group. Offer multichannel access to the information, including mail, e-mail, text, internet, telephone. Then track which channel preferences are dominant for segments of the target market.
  3. To evaluate return on investment (ROI), compare responses from the control group to the group targeted for multi channel communication. Resist the temptation to evaluate ROI by communication channel since they often work in tandem. For example, a message requesting a response can be sent through various communication channels. A high percentage of responses received via telephone could lead to the erroneous conclusion that telephone is the most effective communication channel for sending messages.
  4. Regardless of communication channel used by the customer, information about the customer, the channel used, and the product or service, must be available to customer service representatives in the organization. This is essential for ensuring that ongoing communications occur through the customer's preferred communication channels.
  1. The product or service information must be identical regardless of communication channel in use. The direct mail piece and the internet landing site should be identical. Many people view information in a variety of settings and through a variety of channels. Inconsistent messaging creates confusion.
  2. Take specific steps to ensure the quality of data collected online. Information about all communication channels (mailing address, phone, e-mail) should be collected accurately regardless of preferred communication channel. Even though a customer prefers one communication channel over another, it may be necessary to utilize other communication channels at some future time.
  3. Take specific steps to ensure the quality of data collected online. Information about all communication channels (mailing address, phone, e-mail) should be collected accurately regardless of preferred communication channel. Even though a customer prefers one communication channel over another, it may be necessary to utilize other communication channels at some future time.
  4. Identify segments of the market that are not multichannel users and communicate with them only through their preferred channel. This eliminates wasted paper, postage, call center minutes, and increases customer satisfaction.

Multi channel communication plan is different from writing a business plan, which focuses on promoting the business. Multi channel communication plans are similar, but demonstrate how, why and where communication messages will be deployed.


Marketing decision models

 

Business strategies definition

  1. Market and product development
    1. Beta testing
    2. Market research testing
    3. Commercialization of a product
      This is often considered post-NPD (New Product Development).
  2. Business and revenue model
  3. Positioning and differentiation
  4. Multi channel distribution
    'With each new sales channel, a company expands its sales and market coverage'.
  5. Multi channel communication
    The goal of writing multi channel communication plan is to get an audience to invest their time, money or efforts in a product or service.
  6. Marketing communication mix
    The importance of online service for some organisations are indicated by bank Nationwide.
  7. Organisational capabilities
 
  1. Idea generation
    1. Opportunity analysis
      The strategy of assessing the potential for a change or enhancement to enhance the generation of revenue.
  2. Idea screening
  3. Business analysis
    1. Break even analysis
    2. Benefits of break even analysis
    3. Fourt Woodlock equation
      The tool used to determine whether the product idea will be profitable or not.
  4. Critical path analysis
  5. How to make critical path analysis?
  6. Critical path in business
  7. Logistics strategic plan
    Logistics is how to get raw materials, move them in the system, distribute and replace them.
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