Are you effectively executing multi-channel marketing? Multi-channel marketing in today’s world is a given, as virtually every organization markets across multiple channels. But many marketers struggle with effectively executing multi-channel marketing. A primary and foundational component to effective multi-channel marketing is managing and tracking promotion history across all channels for all campaigns.

Your marketing database sits at the center of this multi-channel world. For instance, you may wish to SMS/text each person who has received a direct mail piece in the past 90 days and has opened an email from a specific campaign. And, if the recipient clicked through to a landing page, you may want to customize the SMS/text based on this behavior. Use your marketing database to identify individuals who fit into each category, and then execute your SMS/text specifically to those individuals. The benefits of multi-channel marketing are powerful, but you need to fully utilize your marketing database system to realize these advantages.

In future One-Minute-Briefs, Dovetail will continue to provide quick hitting thoughts and insights to help you get the most from your marketing database.