“I’m not sure where I saw it, but I know I saw it somewhere.” Is that the mindset you find yourself in sometimes? Maybe you read it in an email, or you saw a video. Maybe it was a link from a tweet or a post on LinkedIn. Or, perhaps it’s all the above. If that’s the case, chances are you could be a victim of a well thought-out, fully integrated marketing campaign that creates multiple touches to ensure message delivery and response.
Gone are the days where a single touch will entice an interested prospect to reply to an offer instantaneously. We’ve all experienced this. You receive an email with an interesting offer, flag it and plan to revisit it later to learn more. But in reality, you never revisit the email. Fast forward to the following day and you see a tweet with the same offer. This time, you take action! That’s what we call a marketer’s dream.
Integrated campaigns cater to the buyer's journey, and understand that that not all prospects are in the same stage. They are designed to touch the customer throughout their digital journey with a logical flow and compelling story, geared towards prompting them to take action. A typical fully integrated digital campaign should encapsulate marketing modules that address the following:
This module begins a story, bringing awareness of a problem to your audience by providing information and studies highlighting the issues. For example: "Most SMBs in the world, lose money due to this factor, and this is how much it could be costing you. See the report"
This module usually follows up on the story introduced in the first step by introducing a solution and the benefits / features of the solution. This is the hard sell, but it's related to the story already told. Thus, it doesn't feel like you are just shoving product down a prospect's throat.
This module then tackles the prospects that are aware of the problem and the solution but aren't yet convinced. It usually provides prospects with the idea that this solution works. Case studies, quotes, and success reports are examples of the types of assets shared to validate that the product/solution works.
It doesn't have to end with validation. In some cases, campaigns can add a promotion module to the mix targeting those stragglers on the fence. For example, offering them a discount if they "sign-up before the end of the month", or give them a promo-code, etc.
This overall methodology is designed to not only drive a story, but to pick up prospects along the way regardless of where they are in their specific journey.
Delivering a message through multiple media sources can help you build stronger awareness across your customer community. With Oracle Channel Marketing Automation Service-powered by Zift Solutions, you can now take advantage of this holistic approach to deliver more interesting, impactful, and fully integrated marketing campaigns designed to capture your customer’s attention. And, it’s all packaged nicely together on one easy-to-use platform.
The first campaign of this type, Join the Autonomous Revolution, is now available for OPN members and is complimentary to all qualified partners that are registered on the platform. This campaign is comprised of multiple media sources including emails, micro-site landing pages and social posts – all customizable by you. This fully integrated digital outreach campaign is designed to provoke curiosity and highlight business challenges and solutions that benefit your customers.
DON'T MISS OUT ON THE COMPLIMENTARY OFFER - get started today with the Oracle Channel Marketing Automation Service.