Remember when electric windows on a new car were sold as a fancy optional extra?

Now we take them for granted. In fact, you’d be pretty shocked if even the cheapest car didn’t have all the bells and whistles. Well, the same is starting to apply to marketing too.

Get up to speed

Shouting about all the channels we use to deliver marketing campaigns is no better than flogging a car based on its airbags. Shouldn’t they come as standard? In actual fact, it’d probably be foolish to just use one channel. Especially when there are so many good ones out there.

Terms like ‘multichannel’ and ‘cross media’ are a bit old-school. ‘Cross media’ was coined when email, web and mobile first started to combine with established channels like TV and print. But today this is very much part and parcel of modern-day marketing.

Drive the message home

When it all comes down to it, your customers just want a consistent experience, no matter which channel they use. That’s why marketing production platforms now help you create campaigns that combine data, personalisation, digital and printed media – with quite amazing outcomes. Throw event triggers into the mix, consider your media, and automation can become a really special tool.

In fact, we’d say that automation is one of the keys to successful campaign delivery – along with reaction and relevancy. But, of course, they can only be achieved if your platform is able to balance the nuances of web content, with the demands of high res print.

And don’t forget you need to be able to build an emotional connection with your customers, too. How? Well, you can do this with triggered and activity-based campaigns that include lots of touch points. Content that’s specific to each channel helps as well, because it boosts response and conversion rates. Oh, and there’s personalisation – you’ll want to talk to the right person at the right time.

All these things can then be applied to your objectives with ease. Your messages, offers, legals, events, and even the time of year, can be woven in to create content that really hits home.

Remember, the value is in communicating to customers with relevant messages – not in the platform or the channels themselves.

Start your journey now

No matter which technical method you’re using, automation can be more intuitive, tailored and accurate than you’d imagine. Whether you’re a fan of Customer Relationship Management (CRM) systems, web analytics, response data, social apps, QR codes or PURLs, all it takes is a bit of learning, a touch of experience and your own gut instinct to make it work. Just as marketing should be.

To find out more about automation read our articles on CRM systems and workflow automation

We can help you with your marketing automation. Take a look at our automated marketing features to find out how we can help you communicate with your customers quickly and easily.