All it takes is 2 easy steps
If you're a winner, we will send you $100 Amazon gift card at Dreamforce!
Would you be surprised if I told you the “Rule of 7” no longer applied to marketing?
The Rule of 7 was devised in the 1930s to quantify how many times a person needed to see a movie poster before they bought a ticket for the movie. During the ensuing decades, the rule held true for most products. A consumer needed seven “touches” from a company before they would internalize the marketing message and act on the call to action.
These days, with all the noisy messages surrounding us, a consumer may need more than seven touches. They may need up to 25 touches before they are ready to respond to your message. Fortunately, we have more channels to try than just movie posters. Multichannel marketing relies on your ability to create the mix of channels that will supply the needed touches to convert a prospect into a customer.
So maybe the Rule of 7 still applies, but it needs updating. Your mix of channels may need a little overhaul, too. Here’s a list of the channels you’re probably already using:
We’d like to make the case for adding messaging to your channel mix. And here are five great reasons this could work for your marketing campaigns.
Your customers have been “rewired” to be digital-first, according to a recent report by Adobe and eConsultancy. The lessons of the past several years have taught them to rely more heavily than ever on their mobile phones, their tablets and their laptops. Non-digital channels are still effective, but your customers look first to their digital devices. Messaging can be central to a digital-first marketing strategy.
Your customers are trying to solve problems in their own lives. Sometimes, it’s an ordinary task like scheduling a haircut or taking advantage of a great sale. But sometimes it’s a life-changing event like securing the right attorney after an accident or applying to college or buying a home. In those cases, your customer might want information about your company, product and services after hours. They might search for a lawyer in the middle of the night. They might wonder about interest rates in the middle of the afternoon. They might ask for a campus tour when you least expect it. With automated messaging, you can provide a personalized, but automated, response whenever your customers contact you. Once the first contacts are made, you can switch to in-person conversations, increasing your chances of making connections.
You don’t ever have very much time to attract attention, and messaging helps keep your appeal short and sweet. SMS messages are 160 characters long. Multimedia messages can be longer, but they often contain images or videos, making them very appealing. Customers expect messages to be short and to the point, and they are generally willing to give you the 30 seconds it takes to read your message. Use the message wisely and you can have a real impact. Customers trust that you won’t waste their time.
You probably offer incentives when you make an appeal. Coupons, sweepstakes and bonuses, among others, can help spur your audience to action. Offer something your audience values and you’ll see your response rate rise. Messaging allows you to ask for immediate action. For example, a university might send this message: “Text APPLYNOW to 534567 to waive your application fee.” The reply text might trigger an automated message that leads to an in-person conversation with an admissions counselor. In other industries, you might link to online coupons or offers, tailoring the offer and the response to your situation.
You probably use a CRM to segment your audiences, direct your campaigns and report on the results. After all, knowing how your campaign performed is critical to your continuing success. The essence of marketing is to design and launch a campaign for a particular audience, gather data about how it performed, and use the analysis to design even more effective campaigns in the future. You probably are also impacted by privacy laws and regulations. They protect consumers and require certain adjustments for marketers. Messaging allows you to work seamlessly with your CRM and to prove compliance with its reporting capabilities.
Increasing your use of messaging in your multichannel marketing mix makes sense in today’s world. People are using messaging systems for an ever-increasing list of tasks, including very private functions like their banking. Other channels are also effective, but messaging can give your marketing an added boost.
Stay updated on business text messaging