The Merits of Multi-Touch Marketing
Updated: May 6
Do you want to create brand awareness, brand loyalty, and obtain qualified sales opportunities? If you’re in sales and marketing, of course you do. If this assumption is correct, you should try multi-touch marketing; a widely acknowledged lead generation strategy that results in highly successful campaigns, raises brand awareness, increases brand loyalty, and builds a qualified pipeline.
Multi-touch marketing is a content-driven, intelligent, marketing automation approach. It enables you to deliver highly successful lead generation campaigns; targeting your audience with consistent brand messaging across a range of platforms and touch points. Using an automated multi-touch approach, you maximize effectiveness by targeting your audience with consistent, layered brand messaging across a range of platforms and touch points.
Don’t put all your eggs in one basket.
You cannot rely on one lead generation activity to drive sales. In today’s landscape, it’s not possible to achieve high conversion rates by relying on one channel of communication with your prospects.
Automated, customisable multi-touch campaigns enable you to act in a multi-layered, customer-centric way. Clever use of compelling and continuous communications develops strong customer relationships and a multi-touch approach 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 which resonates.
Such multi-layered communication prevents a discordant approach and develops stronger customer relationships. Multi-touch marketing allows you to layer your messaging, giving your audience the ability to access your content on their terms. It also enables you to nurture prospects based on preferences and previous behaviours, delivering personalised, relevant messaging. With multi-touch marketing all elements are customisable and can be tailored to the needs of each individual campaign, meaning your messaging is more personal and pertinent than ever.
Maximise the exposure of your campaign messaging by adopting the following multi-touch approach:
Onboard: Build the right target audience through accurate segmentation to achieve personalisation and prevent over-messaging
Engage: Use a blend of awareness and engagement communications to maximise campaign messaging
Nurture: Nurture your prospects with personalised, targeted follow-up emails. Be customer-centric
Measure: Real-time, automated analysis and monitoring allows you to adapt and react to campaign trends and interactions
Multi-touch campaigns reach your target with a consistent message in a variety of formats to reinforce your brand and message. The idea is to get your message in front of people as many times as possible and as often as possible. Sending out one quick advertisement is rarely successful. The underlying logic is that the more your brand is out there, the higher the probability of converting prospects into customers and building trust.
As illustrated by Something About Marketing, multi-touch marketing allows you to:
Accelerate customers down the sales funnel
Attain the goals of your marketing camping more effectively
Streamline all your marketing efforts towards achieving a common goal
Improve the performance of your marketing campaign
Boost marketing return on investment (ROI)
Improve brand awareness
Customer engagement improves as a result of multi-touch marketing as your campaigns connect with prospects on an ongoing basis. Choose channels that create maximum impact. Successful multi-touch marketing campaigns build consensus on an action plan based on individual knowledge, shared learning, team collaboration, and a deep understanding of the consumer journey.
Buyer personas are also key: get to know your customers and prospects. Clarity on which channels your target audience frequently visit and how they interact will deliver the insight you need to make a difference.
Times have changed. Traditional marketing and a siloed approach is old hat. Multi touch marketing is the best and most effective way to engage leads, create and deliver better marketing campaigns, and boost your marketing ROI.