Lessons Learned from Bronto’s Marketing Team:
Multi-Channel, Part 2 in a Series
2007 was a year of testing for Bronto’s marketing team. Our goal was to create successful campaigns across multiple channels. Multi-channel marketing is becoming more and more significant to customer life cycle management. Reaching customers or prospects can no longer be accomplished using one tactic. Your respondents may react to a campaign online but may not respond to a direct marketing piece. It’s important to create a plan that has fluidity and test to see what performs in each market.
Where we found success:
- Quizzes: We created interactive quizzes across our online marketing channels including online advertising, our corporate website, and paid search. Our quizzes included Email Marketing Performance, Email Marketing IQ Quiz, and an Email Rendering Quiz. 10 questions. 10 clicks. We spent a great deal of time to make it relevant and engaging for the respondent and ensured that it targeted our market. These campaigns across all channels converted at an overall 19.5% conversion rate.
- Whitepapers: Our focus has been to create opportunities to educate our prospects and customers. Our whitepaper campaigns performed successfully for us throughout the year. We included email marketing through Marketing Profs, Chief Marketer, DM News, and our opt-in list. In addition, we added campaigns to print, online, and paid search advertising. While the metrics were different for each channel, we saw great results with an overall 26.9% conversion rate.
If you’re interested in learning more about creating campaigns across multiple channels, download our Creating a Multi-Channel Strategy whitepaper today.
Sally Lowery
Online Marketing Manager at Bronto
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