Why Backend Wins Translate to Multi-Channel Breakthroughs
One of the most exciting moments in direct response marketing is when a breakthrough triggers a multi-channel “ripple effect” that creates waves of profit for an advertiser.
It is crucial to understand the product benefits, the profile of the target consumer and the drivers that motivate them to purchase. Ideally, all of this knowledge is harnessed to create a sales experience that drives results for advertisers without compromising a positive consumer experience.
But if the campaign lacks a flexible, iterative testing platform, the chances of triggering and reaping the benefits of the “ripple-effect” are few and far between.
With Vocé, Marketing Architects’ fully automated and persuasive inbound call sales platform, you can rapidly test, capture and analyze thousands of variables in scripting and call flows. This will allow you to quickly glean insights and dramatically improve back-end performance.
We’ve also built e-commerce platforms integrating both website and email testing that are as effective and dynamic as Vocé, if you have the right team and technology in place to set up and manage a rapid testing environment.
By sharing these wins with other inKNOWvation Centers within Marketing Architects, we have been able to amplify the impact of the “ripple effect” and extend the life-cycle and profitability of campaigns for our advertisers.
So how can you cause a ripple effect? Here are a few areas of opportunity that every advertiser should consider:
The “ripple effect” has triggered a higher level of collaboration to improve our advertisers’ direct response campaigns. It encourages us to avoid learning in a vacuum to help improve performance, learn more quickly and watch great ideas become breakthroughs. As a result, Vocé has become more than a scalable sales solution. But the world is changing, and so we have moved beyond Voce’ and are now also conducting many of these same rapid testing experiences on e-commerce platforms.
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