An effective multi-channel marketing approach combines the right mix of media channels to maximise the impact of your campaigns. Using the GI Solutions Group ‘Engage’ process, will improve campaign performance and therefore ROI.
It starts with unlocking the power of your database through data analysis that will provide the insight you need to inform your decision for selecting the best media channels, audience and message for your campaign. By analysing the results of your campaigns you can understand your customer’s behaviour and responsiveness to media and therefore refine future targeting.
Database Management and Database BuildThe decisions you make about which channels you choose are informed by the insight locked in your customer database.
Good database design is crucial. To inform your marketing campaigns with customer insight, you will need a database that will allow you to track customers through their transactional behaviour.
At GI Insight we focus on making a true single customer view (SCV) database and allowing the information to be easily accessible so you can focus on tailoring your communications to your customers rather than how to develop, maintain and manage your database.
Good analysis isn’t just about statistics, it is about the interpretation and commercial application of the knowledge; we have a pragmatic approach to give you this. The customer insight that GI Insight provides will influence your future strategy and approach.
ExecutionChoosing the most effective method of execution is vital for the campaign to work. Both direct mail and digital communication channels are used at GI Solutions Group, depending on the customers being served and the nature of the message being communicated.
The latest fast.MAP survey reports that over 90% of consumers open direct mail. Where the campaign requires a printed mailing – be that a mail pack, one piece mailer, address carrier or catalogue cover – GI Direct have extensive experience in providing this. Digital variable print is also widely used to support multi-channel campaigns as it allows the data segmentation and analysis to be used to drive changing brands, images, photos and colour highlights to drive the best response rates.
DigitalEmail campaigns are quick and cost-effective and can be used either as a main driver to a campaign or to support other media. Email is particularly useful for simple messages and for driving traffic to a website.
The email can also drive traffic to both personalised and non-personalised microsites. Microsites are used where a company would like to capture data and needs to keep this separate from the main company website.