Multi-channel Marketing: Orchestrate message, channels and countries

Wh i t e paper


Multi-channel marketing
Orchestrate message, channels and countries




Summary Online marketing
Online marketing needs to be coordinated and consistent with marketing communication and business objectives. To compete in today's marketplace, marketing professionals need a solution that allows them to react to changing market conditions cost effectively: coordinated marketing communication at a lower cost.
SDL Tridion provides unique opportunities to coordinate all communications through many different channels, across Web sites and different countries. All SDL Tridion products benefit from integrated content management capabilities. Because all content is stored and managed from a single content repository, organizations can ensure consistent messaging and branding across multiple channels. Further, SDL Tridion products enable marketers, technical staff, and corporate communicators to collaborate using efficient processes.
Multi-channel marketing provides unique opportunities to tailor content for specific target audiences and to measure the effectiveness of their marketing strategy. SDL Tridion provides organizations with the ability to continually improve their messages in all channels by providing measurement tools that indicate the effectiveness of their messages and approach.
Outline
This white paper is divided into two main sections. The first half explains how to deliver better results by carefully describing what customers look for. The second section examines how to control marketing budget and process at the same time.
Target audience
This document is intended for marketing professional who want to integrate their business processes with a content management system to achieve coordinated and consistent messages for multiple target audiences.
Multi-channel marketing ii © SDL 2010
Table of contents
1  Better marketing with lower costs 
2  What customers want 
2.1  Continuity ................................................................................................................................................. 10 
3  What marketing professionals need 
3.1  Effectiveness ........................................................................................................................................... 14 
3.2  Efficiency ................................................................................................................................................. 16 
3.3  Control ..................................................................................................................................................... 19 
4  About SDL 

Multi-channel marketing iii © SDL 2010
1 Better marketing with lower costs
Internet marketing is no longer a "new media". It is an expected form of
communication with high demands from organizations, marketers, and consumers.
The variety of uses and increasingly multimedia nature of the Internet means that
marketing managers need to carefully select the ways that they use the Internet to
market their organization, products and services.
Internet marketing shares tasks, priorities and messages with traditional marketing
channels. Where it varies is in its ability to reach widely diverse target audiences and
in the ways these messages can be conveyed.
The Internet offers the unique opportunity to track real-time interaction with customers
and prospects. The interactive nature of the Internet means that marketers have
unprecedented access to consumer information and can therefore tailor messages for
multiple target audiences. The challenge, as with all marketing, is to ensure that
messages remain consistent.
Internet marketing and traditional marketing need to be integrated. Both forms of
marketing can benefit from the other and should therefore work towards the same
objectives and prioritize the same messages.
Multi-channel marketing refers to the ways in which organizations coord... [download for more]