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The benefits of getting multichannel marketing right

Dental practices that make the decision to run multichannel marketing campaigns can achieve positive results, but only if they get their strategy right, research has suggested.

In its latest AdReaction study, market research firm Kantar Millward Brown found that well-integrated and customised multichannel initiatives can boost campaign effectiveness by 57 per cent. However, less than half (46 per cent) of the campaigns tested had these qualities.

Furthermore, 89 per cent of marketers surveyed felt their strategies were well-integrated, but only 58 per cent of consumers agreed.

Highlighting some of the common issues companies encounter, Duncan Southgate, global brand director for media and digital at Kantar Millward Brown, said: “Consumers feel overwhelmed by advertising from all angles, while marketers struggle to make the most of ad formats and channels to best reach consumers, and the latest AdReaction report unveils a disconnect between how marketers and consumers perceive campaign success.

“We’ve laid out guiding principles to help marketers better integrate campaigns across channels and identified the key creative elements of successful campaigns as best practices.”

The research firm’s recommendations include:

  • Come up with a strong campaign idea that can provide the “connective tissue” across all content.
  • Ensure that every advert or piece of marketing within a multichannel campaign is of a high standard, since each individual part is of equal importance.
  • Choose channels and plan investment wisely. There is little to be gained from directing resources towards channels that don’t have a clear role in the wider campaign or don’t help to reach the target audience.
  • Look for the ‘sweet spot’ between integration and customisation. A good multichannel campaign should feature distinct but complementary content in each channel, with the familiarity needed to link different elements together.

Contact Designer Dental today for more information and inspiration for your marketing campaigns.

Image credit: juststock via iStock

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