Multi-channel communication needs interactive orchestration

Multi-channel communication needs interactive orchestration
Photo by Samuel Sianipar / Unsplash

Social media campaigns and influencer marketing have been gathering most of the interest in the past few years, and for a good reason. This is where the attention – despite limited – has moved. The feeling on a brand is often built and reinforced on social media through repetition and memes. Other media influence decisions and build trust in a brand and should cooperate with social media campaigns in a tighly integrated way.

People behave, trust and purchase products and services in real life situations; they interact with brands in many different but tightly connected ways. Trust in a brand is often the result of a long journey made of consuming content created by brands, but mostly by experiences communicated across many channels. These include content on different media like web landing pages, emails, sms, printed pieces, receipts, visual advertisement in digital and physical forms, and more.

Relevant marketing communication can be built around people and span across channels with personalized communication. In order to understand and pick the right time and format, data and integrations are the foundation on which multi-channel marketing is built.

Multi-channel communication begins with integrating tools

Digital marketing campaigns often span several months or years. They are made of dozens of touch points that can push or pull information. They can be triggered by an action from the customer or otherwise be a mass marketing message. Most importantly they are of different nature: web page, email, sms, visual digital advertisement, printed piece spanning from a printed receipt to a mailing.

The data that's feeding the output to all touch points should be the same and represent a collection, or instance, of multiple sources that have been properly connected. The touch points should be set to happen, in the case of mass communication, at the right time and contain up-to-date information that's relevant to the customer. Triggered touch points should be properly orchestrated by events being monitored and causing a proper sequence of communication events.

The very nature of human situations is to never remain static. People change their needs or opinions, the context where communication happens is the key to relevancy and timeliness.

Triggers that send out content need to be interactive and respond to situation changes. These can be inferred by behavior that can be tracked and analysed automatically in order to provide the context needed to achieve relevant communication.

Relevant marketing messages are hard

The most valuable result of setting up a digital marketing communication campaign driven by valuable insights is to be able, in time, to connect with the customer base and be heard. Messages that resonate due to the nature and timeliness of the delivery work for marketers more than creative copy or impactful visuals lacking the right context. Marketers should own the customer journey.

Copyright Nielsen Norman Group:

Marketers should aim at building the data structure and system to enable relevant communication, but the technology behind it is hard to put together.

Using different tools for email marketing and Google remarketing campaigns most probably result in enticing visuals but poor connections and insights.

When a customer sees a visual ad on a website and decides to interact, chances are that the brand's marketing system is unaware of the context and previously expressed needs collected by a different system.

Building this system for marketers

We focus on the data integration and multi-channel capabilities to deliver highly engaging digital marketing campaigns. These provide value in time, grow the data base and inform decisions via interaction monitoring across channels.

Reach Out app is built around the idea that a centralized data structure able to combine different data types, formatting and transforming it before it's used to send emails, create dynamic web pages or push an sms notification to a customer.

Our custom integrations include analysing the data sources available, building the implementation and offering the managed platform to format the resulting data, transform it, and generate the outputs across web, email, sms and print. All channels get tracking based on people that generate insights available to marketers to inform choices and build better campaigns.