Picture it: Hollywood, 1930s. Movie studio execs sit around a mahogany table in a smoky room, trying to increase ticket sales. They look at the numbers, and they see the pattern: their audiences need to see a movie poster at least seven times before buying a ticket.
And the Rule of 7 is born.
Today, more than ever, customers need to interact with your content multiple times and see your message in multiple places before they want to give you information or take action.
Nearly 64% of B2B technology buyers read 2-5 pieces of content before making a purchase
72% of consumers would rather connect with brands and businesses through multiple channels
90% of customers expect consistent interactions across channels
30% higher lifetime customer values are attributed to consumers shopping across
multiple channels
Companies that use multi-channel marketing get 3x higher effectiveness rates than those that use non-integrated campaigns
Source: ZoomInfo
While the Rule of 7 is still conventional marketing wisdom, attention spans today are waaay shorter than they were 100 years ago. But with a good multichannel strategy, you can still catch customers with a program that reinforces your message and entices them to engage.
Three Key Ingredients for Successful Multichannel Campaigns
1 | MEET PROSPECTS WHERE THEY ARE
AT WORK
– Email Nurtures
– Direct Mail
– In-Person and Virtual Events
– Trade Media Advertising
AT PLAY
– Sponsorships
– Outdoor Advertising (billboards, wraps, etc.)
– Transit Hubs
(airports, metros, etc.)
ONLINE
– Paid and Organic Social Media
– Paid Media – GDN and Bing
– In-House and Guest Webinars
– Blogs
– Microsites and Landing Pages
