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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.
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Nearly 64% of B2B technology buyers read 2-5 pieces of content before making a purchase
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72% of consumers would rather connect with brands and businesses through multiple channels
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90% of customers expect consistent interactions across channels
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30% higher lifetime customer values are attributed to consumers shopping across
multiple channels
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Companies that use multi-channel marketing get 3x higher effectiveness rates than those that use non-integrated campaigns
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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