Why It's Time Marketers Stop Relying on One Channel, with CVS Health's Rahul Kak

Every marketer is looking for that magic channel. The one space where it feels like everything resonates perfectly with your audience and your message cuts through the noise. More often than not, though, finding a hybrid, thought-out, multichannel approach is the true secret formula for success.

“I won't say that there's an individual channel that works really well. What I will tell you is that we have found multi-channel communications [to be] incredibly effective if you're sequencing them in a thoughtful way. I think the answer is we're not finding a single channel on its own is going to be, make or break.”

That’s the opinion of Rahul Kak, the Executive Director of Behavior Change Marketing at CVS Health. On this episode of Marketing Trends, Rahul discusses exactly why a cohesive multi-channel approach is better than being dependent on one avenue and gives marketers reasons to explore that option. Plus, he touches on how marketers can make the biggest impact when it comes to personalization.

Main Takeaways:

• It’s Not Magic: There is no magic channel. Every marketer wants to say email or SMS channels are great, but the reality is that non one channel should be your main driver. Instead, marketers need to focus on a cohesive multi-channel approach. If marketers sequence their messages across all channels in a thoughtful way, you won’t be too reliant on one area.
• I’m Not Here to Get Personal: Marketers want the ability to reach every customer on a personal level, but the reality is that you simply cannot have a one-to-one relationship with all your customers. Instead, what markets should be doing is clustering similar archetypes, and then channeling your efforts into those pods to create a more personalized experience for those distinct groups
• Built To Fail: Do not go into a project with the mindset that it is going to succeed right out of the gate. Instead, go into each campaign with the mentality that most projects will fail, or most projects are going to require testing and tweaking.

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