Marketing Mistakes Easily Made In Multi Channel Era

< p > although we all realize that the change of the contact point of multiple marketing channels is bound to affect the interaction between users and brands, few people know clearly what changes have taken place, which results in the marketing experience that users will unintentionally hurt their brand.

To sum up all kinds of reasons, we can see from the following 5 marketing cases provided by webpower, what exactly stifle the interaction between users and brands.

< /p >

< p > < strong > the details of each channel determine success or failure < /strong > /p >

< p > whether you have also encountered this kind of situation -- a favorite a href= "http://www.91se91.com/" target= "_blank" > clothing /a brand gift card was received during the holidays, but when you went to use it, it was told that the card had been used.

After a long time of unpleasant communication and investigation, it was found that the employees who had sold cards had already used them.

There is no doubt that this kind of bad experience has led consumers to fight back, such as unsubscribe the mail of the brand, make negative remarks on social media, and no longer like to shop in the brand store.

Therefore, before launching a marketing campaign, the brand should at least identify the different characteristics between potential consumers and existing customers, understand the specific services and preferences that they may need, so as to avoid producing unpleasant experiences in a certain channel, and at the same time, sharing data information should be implemented in all relevant channels of interaction, so as to avoid similar errors.

< /p >

< p > < strong > accurately grasp user preferences and interest information < /strong > /p >

< p > do you provide preference and interest information to customers by means of preference centers, surveys, voting and even customer service? In mail, SMS or direct mail promotion, etc, and once I updated my interest in the category of a href= "http://www.91se91.com/" target= "_blank" > shoes, /a, clothing and bags, but the content I received was not related to my current interests, past shopping experience and browsing history.

So marketers, make sure that you are making personalized communication, providing personalized products, preferences and experience, so as to fully realize the value of user preferences, and return personalized information sharing behavior to personalized users, so as to bring better user experience.

< /p >

< p > < strong > pay attention to multi-channel competitive quotation < /strong > < /p >.

< p > this is also a typical mistake. I just bought a Bluetooth player on an e-commerce website. In a few days, I received a discount from the website, which was sent to me by SMS and mail channels, and the price was lower than my previous purchase price.

It is worth affirming that this e-commerce website has made the recommendation of relevance, but it does not say whether I want to buy the demand again, but the different prices of different channels will make me feel that the previous shopping experience is not pleasant (the price I buy is not the lowest).

< /p >

< p > providing competitive quotes in various channels, to a certain extent, can promote the conversion rate of channels, but it may also cause users' confusion and conflict among channels, and finally lead users to distrust the brand. It is more likely that they are no longer willing to purchase and interact with each channel of the brand. Therefore, the basis of competitive pricing based on multi-channel is to provide channel exclusive preferences for different channels respectively, so as to provide users with an independent choice of purchasing channels and avoid confusion to users.

< /p >

< p > < strong > do not abuse "user survey" < /strong > /p >

It's normal for a salesperson to visit a website for a few seconds. Suddenly popping pop-up windows require you to take part in a survey. It's normal, but for users, it is unrealistic to let them submit investigation information before they have any experience at all. P

I want to emphasize that the way to collect user information through investigation and testing is worth affirming.

But when this method is used too often, too long or across multiple departments, it may cause abuse, which will be very unfavorable to brand image and user interaction.

Therefore, webpower China believes that mail marketing should carefully consider the purpose, time and frequency of the survey before launching the survey, and coordinate among different channels and departments to help users participate in the investigation.

< /p >

< p > < strong > the scale of fictional urgency: < /strong > /p >

< p > the urgency of making fiction is another matter that needs attention. I was decorating a new house some time ago, and my wife was responsible for buying furniture. At that time, she received an email from a well-known household product company and invited her to participate in the "clearance sale" activity for the weekend. On the weekend, she was very happy to buy her favorite furniture and was glad that she did not miss this rare opportunity.

But the tragedy is, in the following week, she also received the brand's "clearance sale" campaign mail, and the deadline was changed to this weekend. Her previous shopping mood was completely empty. < /p >

< p > the urgency of some brands not only affects the credibility of the brand, but also misses a chance to cross sell to the users.

So remember, the key to webpower's urgency strategy is appropriate and legal.

< /p >