Flashy marketing campaigns and pushy sales techniques are inconsistent with the image of a firm like yours. And cold calling is just out of the question. It is time consuming, unproductive and frustrating – and it can make you look desperate. So what do you do? What are your options?
Although marketing is fully measurable across all media, most marketers don’t take advantage of it – at least on a consistent basis.
It’s true, if they are using direct mail, they probably look at the response rate. And if they are using email, they may look at the open rate or click through rate. Pay per click give you click through rates, conversion rates and cost per clicks.
Marketers measure some activities for Return on Investment (ROI) which is good and interesting – and often expected by supervisors.
But the question remains: what do you do with this information? How can you make it work for you?
Response rates are helpful when comparing similar direct mail campaigns, but how do you account for lead quality which may vary from one campaign to another?
And how do you compare direct mail with advertising where there is no response rate?
At the same time, how do you compare direct mail and advertising (where you are spending money) with things like social media, public speaking and article writing (where you are spending time)?
Multi-marketing strategy is the new path of business to business marketing approach. Here is where different digital media are utilized in order to leverage the marketing campaign of a certain brand or to find new business partners in order to close sales. Through multi-marketing approach, a business can multiply its sales lead by connecting to different social media, webinars and make a sound of their brand. Multi-marketing requires a lot of investment but is the most promising if nurtured well.