If you treat your marketing channels as self sustaining islands, you miss the benefits of multichannel leverage. Channels work together to reduce buying resistance and increase motivation. Where the order is placed may not have anything to do with the motivation to buy.
Retention
Most companies consider customer care as an expense and make every effort to minimize it. While their publicity team touts their exceptional service, cost managers are pinching every penny.
Email marketing appears to be the most effective tool in your workshop. It is so efficient and easy that many marketers put it on autopilot. They create a fill in the blank sale template.
Social media as a marketing medium is the current rage. Blogs are appearing on corporate websites. Twitter, Facebook, and LinkedIn are hot properties adding thousands of new members every day. Most articles or posts suggest that businesses join them as a marketing strategy. Actively participating in them does improve traffic, branding, and opportunity. Using them solely for marketing is shortsighted. They are powerful communication and relationship building tools when used correctly.
Somewhere, deep in your house file, are customers that are missing in action (MIA). Service and quality issues have alienated some. Others have simply gone quietly into the night. They left without complaint or fanfare. Emails are unanswered and catalogs are ignored.
