Due to the current economic climate, the issue of finding the best channels with which to target clients has become an increasing concern for a number of growing businesses. However, the concept raises the question as to whether companies that find one very suitable channel should combine it with other options.
According to Paul Cross, Product and Marketing Manager for Thomson Local Direct Marketing Services, the answer is obvious.
He explained: "An integrated direct marketing campaign has the benefit of increased response rates, making a positive return on investment more likely."
The prospect of organising the combined use of several promotional channels may sound daunting to many start-ups, but the expert has claimed that companies only have to make their efforts as complicated as they choose.
"Conducting an integrated marketing campaign can be as simple as following up your direct mailing with a courtesy call to check the information was received," he outlined.
"Making personal contact with your potential customers over the phone can make all the difference when trying to win new business."
So what do growing businesses need to get started on such a campaign? Mr Cross claimed that, as with any marketing campaign, the key to the promotions lies in the use of the right data list.
He added that tools such as Thomson Local's Business Search PRO offer companies a chance to customise business data lists for use with two different channels, such as telemarketing and direct mail.
Another key issue highlighted by Mr Cross will probably already be familiar to many growing businesses that use direct marketing: timing.
"When scheduling integrated campaigns, it is important to time your follow-up campaign correctly to achieve maximum results," the expert advised.
"For example, if you are sending a direct mail campaign you must ensure it has had a chance to be received by your prospect before you email or call them to follow-up."
While the comments above highlight that all kinds of firms could potentially benefit from using integrated campaigns to reach their target audience, they do also pose another rather important question: Which channels actually work the best together?
In conclusion, Mr Cross mused that introducing telemarketing to a promotional mix featuring either email and direct mail can offer major benefits. However, he suggested that firms should ensure that whatever they choose to do is right for them.
He said: "Use the data you have on the prospects and your budget to help determine the best marketing channels to use."
If you are interested in harnessing the benefits of integrated marketing for your business, call 0845 851 8282 and ask to speak with your Account Manager who can talk to you about it in more detail.
