| | JULY 20219CIOReviewNever lose sight of your blind spotsAccording to a 2018 report, marketers who integrated all online and offline channels were twice as likely to report high marketing effectiveness as other groups. 2 That points to the importance of a strong online presence as well as the continued relevance of print campaigns to successful marketing.Yet,there is more to this digital effort than at first glance. An integrated campaign not only helps marketers reach and convert more customers, butit helps one better understand one's target audience. Multi-touch marketing allows for more agility and adaptability with marketing efforts. Should a direct mailing campaign produce less-than-satisfactory results, it can take valuable time to collect feedback and adjust where needed. By constantly monitoring and measuring consumer responses and relationships online, marketers can react immediately to what is or is not working and proactively adjust efforts. Leveraging all the data that comes from an online campaign helps optimize marketing efforts no matter where they are.Open your eyes to the futureIt is fair to consider whether compiling a comprehensive multi-touch campaign is affordable, particularly for smaller teams. It may feel like only a larger company has the tools and technology to conduct such a campaign. However, that is not the case. If you work with a dedicated affinity group, you already have the keys to a multi-touch marketing vehicle: email addresses. While in the past only select marketing specialists could track customers across channels, technology is increasingly accessible -- even to potential business partners.As an example from experience, Aflac is a company that fits the bill. Historically, not too many insurance agents and brokers came to the company seeking a digital-first marketing approach. We have become very familiar with mailers and office marketing and were prolific in those areas. However, by taking a more generalized approach and conducting more comprehensive campaigns, we can now do even better. All Aflac needs is an email address to connect with a target across multiple platforms, ensuring a coordinated message.Not only are recent advancements effective, but they have made multi-touch marketing less costly, leading to broader accessibility and increased return on investment across the board. For example, a recent case study by Forrester found that using print and digital together increased a campaign's three-year ROI by 224%.3The cost of an integrated campaign may be somewhat greater, but the upside of a successful effort is even higher.While successful marketing hinges on both generalized and expert approaches, multi-touch marketing is the future of connecting with consumers and proves the value of a comprehensive foundation over doing things just one way.Jeramy Tipton is Senior Vice President, Distribution Expansion and Consumer Markets at Aflac. He is responsible for leading the digitally focused direct-to-consumer business and all financial, sales/marketing and operational aspects of the business.
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