Multi-touch Marketing – A Holistic Approach

Multi-touch marketing helps create brand awareness, brand loyalty and provides qualified sales opportunities.

It enables you to target your audience with consistent brand messaging across a range of touch points and platforms.

This approach to lead generation results in highly successful campaigns. Automated, customisable multi-touch campaigns maximize effectiveness, enabling you to act in a customer-centric way. Reach out to prospects in a number of ways and via a number of channels.

Clever use of compelling and continuous communications develops strong customer relationships. Multi-touch marketing allows you to layer your messaging. It gives your audience the ability to access your content on their terms. Furthermore, it enables you to nurture prospects based on preferences and previous behaviours, delivering personalised, relevant messaging.

How does Multi-Touch Marketing Work?

There are 4 stages to an MTM campaign:

Onboarding

Building the right target audience through accurate segmentation is vital. Segmentation makes messages relevant and, consequently, helps to prevent over-messaging, meaning your communications remain personal to your audience. Use a blend of different audiences to generate engagement.

Engaging

Using a blend of awareness and engagement communications MTM maximises the exposure of your campaign messaging. Use a marketing automation platform to schedule a variety of nurturing communications to be sent out based on audience interactions. This combined with an online marketing campaign offers a unique chance to reach an engaged IT audience.

Nurturing

Nurture your prospects along the sales funnel and into the qualification process with personalised, targeted follow-up emails. Respond to their interactions with your communications. Be customer-centric. Automate your marketing to ensure you target prospects with the eight messages at the right time to build brand trust, brand loyalty and sales opportunities.

Measuring

Technology research

Real-time monitoring allows you to adapt and react to campaign trends and interactions. Use an analytics tool to monitor traffic from social media and other untraceable sources which can also profile companies and contacts, feeding them directly into your campaign communications flow and increase your nurture pool.

Find out more about multi-touch marketing by getting in touch.

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