Enterprise Marketing Management Solutions
Multi-Channel Marketing
RiverPoint’s extensive EMM solution allows clients to build and execute complex multi-channel campaigns, transition from multiple channel to fully integrated multi-channel marketing, deploy trigger-based as well as calendar-based multi-channel marketing strategies, and track and analyze response within and across channels.
Multi-channel marketing is constantly evolving. New channels are developed. Additional cross channel opportunities are recognized. Transactional and non-transactional touchpoints are deployed. Many organizations, both profit and non-profit, do not have the tools or experience to keep pace in this environment. RiverPoint works closely with clients to develop multi-channel solutions and transfer knowledge to their core marketing and IT teams.
RiverPoint recognizes the importance of cross-channel interaction. Incorporating new channels as they are developed and using them as a means of communication independent of other channels in and of itself does not make for effective marketing. However, a customer-centric model of cross-channel communication initiates customer contacts based on their preferences and provides a consistent treatment for offers no matter how they are contacted via direct mail, e-mail, Web, or call center.
For example, a customer receives an e-mail announcing an annual meeting with a discount for early sign-up, follows the e-mail link, reviews an annual meeting topic on the Web site but doesn’t sign-up, the Web behavior identifies them as interested, a follow-up direct mail piece is sent with correct segmentation and offer codes, and a follow-up call center activity is staged for five days after drop date if there hasn’t been a transaction performed in the association management system. This way, the right trigger sends the right message to the right people at the right time. RiverPoint helps clients implement the correct enterprise marketing management technology solutions to exploit these cross-channel opportunities.
Obviously, an organization must be able to track responses within and across channels in order to gauge effectiveness and make adjustments. But to fully understand the impact of a campaign, both direct and inferred responses must be tracked, analyzed, and reported on. A direct response is one that can be linked to a specific effort through some type of tracking code on the response vehicle. But many responses, especially those that cross channels, must be inferred using a predefined set of criteria. RiverPoint has proven expertise in defining and tracking both direct and inferred responses in a multi-channel marketing environment.
RiverPoint can augment your multi-channel strategy with advanced business intelligence techniques. Data are analyzed to determine the most effective triggers and functionality to best target your market and create pervasive, cross-channel customer relationships. The result, delivering the right information to interested customers via their preferred channel is beneficial to both your organization and your customers.
RiverPoint provides the foundation for implementing effective multi-channel marketing using its Enterprise Marketing Management (EMM) solution. This comprises technology that automates processes involved in planning, analyzing, executing, monitoring, and managing an organization’s marketing efforts. This approach enables an organization to consistently execute on multi-channel as well as other customer strategies.
For more information on RiverPoint's Enterprise Marketing Management Solutions, click here.
