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Multi-channel marketing Orchestrate message, channels and countries

Summary Online marketing Online marketing needs to be coordinated and consistent with marketing communication and business objectives. To compete in today’s marketplace, marketing professionals need a solution that allows them to react to changing market conditions cost effectively: coordinated marketing communication at a lower cost. SDL Tridion provides unique opportunities to coordinate all communications through many different channels, across Web sites and different countries. All SDL Tridion products benefit from integrated content management capabilities. Because all content is stored and managed from a single content repository, organizations can ensure consistent messaging and branding across multiple channels. Further, SDL Tridion products enable marketers, technical staff, and corporate communicators to collaborate using efficient processes. Multi-channel marketing provides unique opportunities to tailor content for specific target audiences and to measure the effectiveness of their marketing strategy. SDL Tridion provides organizations with the ability to continually improve their messages in all channels by providing measurement tools that indicate the effectiveness of their messages and approach. Outline This white paper is divided into two main sections. The first half explains how to deliver better results by carefully describing what customers look for. The second section examines how to control marketing budget and process at the same time. Target audience This document is intended for marketing professional who want to integrate their business processes with a content management system to achieve coordinated and consistent messages for multiple target audiences.

Multi-channel marketing Š SDL 2010


Table of contents 1

Better marketing with lower costs


What customers want


Continuity ................................................................................................................................................. 10


What marketing professionals need


Effectiveness ........................................................................................................................................... 14


Efficiency ................................................................................................................................................. 16


Control ..................................................................................................................................................... 19


About SDL

Multi-channel marketing © SDL 2010


1 Better marketing with lower costs Internet marketing is no longer a “new media�. It is an expected form of communication with high demands from organizations, marketers, and consumers. The variety of uses and increasingly multimedia nature of the Internet means that marketing managers need to carefully select the ways that they use the Internet to market their organization, products and services. Internet marketing shares tasks, priorities and messages with traditional marketing channels. Where it varies is in its ability to reach widely diverse target audiences and in the ways these messages can be conveyed. The Internet offers the unique opportunity to track real-time interaction with customers and prospects. The interactive nature of the Internet means that marketers have unprecedented access to consumer information and can therefore tailor messages for multiple target audiences. The challenge, as with all marketing, is to ensure that messages remain consistent. Internet marketing and traditional marketing need to be integrated. Both forms of marketing can benefit from the other and should therefore work towards the same objectives and prioritize the same messages. Multi-channel marketing refers to the ways in which organizations coordinate and use online, e-mail, print, RSS feed and other communication mediums to fulfill marketingcommunication objectives such as brand management, customer and prospect interaction and lead generation. One of the unique opportunities of Internet marketing is that it allows customers to act on the information and messages they have received. Online marketing is not always effective. While many consumers receive e-mails with special offers and promotional material from retailers, very few marketing messages actually result in a response. Independent research shows that many variables affect customer responses and purchase behavior.

Multi-channel marketing Š SDL 2010


To compete in today’s marketplace, you need a solution that allows you to control these variables and use them to your benefit and react to changing market conditions cost effectively.

2 What customers want Marketing has changed dramatically. More and more organizations have started to move towards customer-centric, multi-channel marketing and away from productcentric marketing. Multi-channel marketing focuses on customer communication and synchronizes your marketing strategy across e-mail, print and online channels. Recent research shows that approximately one third of e-mail recipients click through links within the e-mail directly from the e-mail communication. Direct access to Web sites from e-mail messages provide consumers with the opportunity to act directly on the content contained in the e-mail or as a result of the content contained on the Web site. As a result, these channels provide immediate, invisible links between marketing channels. According to Forrester 1 research, you can create effective multi-channel marketing by providing your customers with choice, consistency and continuity in all channels (Figure 1).

Figure 1 Three principles of cross-channel marketing


Bob Chatham, Forrester TechStrategy Report “Simplifying Cross-Channel Design”, October 2003

Multi-channel marketing © SDL 2010


Marketing professionals apply the following rules to create effective multi-channel marketing: z

Give customers choice – Communicate through multiple channels and let customers decide when and how they access information.


Present the information consistently – Ensure that messages are consistent in all channels.


Provide continuity – Allow customers to move seamlessly from one channel to another.

This section describes how marketing professionals can use SDL Tridion products to provide their customers with choice, consistency, and continuity. Choice Marketing professionals can provide customers with choice by: z

Communicating customer-centric information through multiple channels


Enabling customers to choose the information they receive

SDL Tridion makes it easy for you to create strategic marketing messages once, and distribute these messages on Web pages, in e-mails, as printed collateral and through other channels such as RSS and SMS. It offers subscription and profile management capabilities that can be used to allow customers to choose the information they receive and the channel that they want to use. Permission-based marketing ensures you interact with customers legally and responsibly.

Online marketing channels Web channel SDL Tridion is a leading solution for global web content management (WCM). It provides marketing professionals with tools to create marketing content for the Web efficiently. You can easily assemble channel-independent XML content using Web

Multi-channel marketing © SDL 2010


templates to publish content to your constellation of Web sites, providing consistent branding, Web-specific search capabilities and navigation functionality. In addition, SDL Tridion enables you to track and personalize content. You can track each article or piece of content on a Web page individually. Tracking identifies each article request per contact and logs these requests with a timestamp, so that you know who saw which content when. You can use the tracking information to personalize the Web site for each visitor and to produce Web pages that match the interests of the visitor “on the fly”.

E-mail channel E-mail provides a cost-effective marketing tool. The cost of sending an e-mail is very low while the benefits from well-planned e-mail marketing can be very high. Outbound E-mail™ provides marketing professionals with control over the entire e-mail marketing process: z

Content creation


Permission-based, personalized delivery


Response tracking


Campaign analysis

Outbound E-mail uses e-mail templates that present content in a look-and-feel that is most suitable for reading in an e-mail application. You can provide brief article summaries with “read more” links to Web pages that contain the complete articles. Outbound E-mail also provides e-mail tracking and personalization. The e-mail status shows exactly how many messages have been delivered and how many of those have been read. You can use personalization to include or exclude articles in the email based on the profile of the recipient. Presenting the e-mail recipient with relevant customer-centric content increases the likelihood that the customer or prospect will act on the information that they have received. You can also significantly increase the click-through rates by individualizing e-mails, addressing the recipient by name.

Multi-channel marketing © SDL 2010


Print channel Print collateral is an important ingredient in the marketing mix. InDesign Connector™ allows marketing professionals to produce print collateral using the centralized marketing content repository used for online communication. Graphic designers can create professional print layouts using Adobe InDesign® and include SDL Tridion -managed content in the layout within the InDesign interface. Designers can browse to any text or image component and associate, position and format these components within InDesign.

Other channels Organizations can easily extend SDL Tridion’s modular architecture for many more channels, including SMS and RSS.

Permission-based marketing Outbound E-mail™ provides a built-in, out-of-the-box framework for permission-based marketing, permission status, and confirmation messages (Figure 2). Each contact in the contact database has a subscription status, which is set to subscribed, opted-in, or unsubscribed. When a new contact is added or when a Web site visitor subscribes, Outbound E-mail assigns the new contact the “subscribed” status. The new contact automatically receives an opt-in message to confirm the subscription. Once confirmed, the subscription status changes to opted-in. The

Multi-channel marketing © SDL 2010


contact can then receive e-mail marketing material in compliance with EU directive 2002/58/EC 2 and the American CAN-SPAM act 3 .

Figure 2: Permission-based marketing process

Contacts can easily opt-out of future e-mail communication by sending an opt-out message or by cancelling their subscription on the Web site.



lex/pri/en/oj/dat/2002/l_201/l_20120020731en00370047.pdf 3

“Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003”.


Multi-channel marketing © SDL 2010


Personalization and individualization Customers receive an ever-increasing number of e-mails. Spam is responsible for a substantial part of this problem, since it makes it difficult for customers to distinguish between legitimate and annoyance e-mails. Permission-based marketing initiatives ensure that recipients receive legitimate marketing information. Even after e-mail marketing reaches the inbox, it must still compete for customer attention. You can use personalization and individualization to ensure that information is relevant and recognizable to your customers. To personalize a message, you need to be able to manage customer profiles, including personal information and areas of interest. In addition, you need to be able to categorize marketing content by topic. Outbound E-mail combines contact profiles with content categorization to create highly personalized effective marketing messages. Individualization goes even further by allowing you to address contacts directly. The most common example of individualization is addressing a contact by name, but individualization can do much more. For example, you can place a personal note in the subject line of ane-mail or sign the message with the name of the contact’s account manager.

Subscription and profile management Audience Manager™ enables contacts to manage their own profiles. Marketing professionals find that customers are not only willing to spend time updating personal information for trusted companies, they also feel reassured if they can control and select the information they receive. Audience Manager makes it easy for customers to manage their own profiles. Customers can access their profiles on Web sites or by following a link included in every e-mail. You can provide customers with extensive options to add personal details, to subscribe or unsubscribe, and to select specific newsletter topics.

Multi-channel marketing Š SDL 2010


You can even allow subscribers to determine how often they want to receive e-mails. The frequency with which individuals receive e-mails influences whether a recipient opens the e-mail or considers it to be spam.

Profile Management at SenterNovem SenterNovem is a governmental organization that provides information about high-tech subsidies. High-tech industries turn to SenterNovem to learn if they are eligible for state subsidies and to find out how to obtain them. The objective of SenterNovem is to make it easy for companies to receive information by providing them with a choice of communication channels. On the SenterNovem Web site, companies can use extended search features and browse through topics such as Energy or Life Sciences. Companies with a long-term interest in subsidies can also sign up for targeted newsletters. SenterNovem subsidy experts send regular newsletters on specific topics.

Consistency Consistent design, branding and messages are important for all channels. Consistency reinforces your brand, promotes customer recognition, and provides reliable navigation. These measures ensure that your customers can trust and recognize your communication. Your organization can use SDL Tridion to create a consistent, yet persuasive online experience for multiple target audiences, in multiple languages, across multiple web sites and channels.

Brand consistency Consistent branding is a challenge when creating a multitude of messages across many channels. Consistent branding reassures customers to trust in the source of communication. Multi-channel marketing Š SDL 2010


SDL Tridion is designed to ensure brand consistency. All content is managed from a single repository, including content, design and distributed content (e-mail, web and print). BluePrinting™ technology ensures that content and layout is consistent across multiple channels. BluePrinting allows you to create content or layout centrally, share, and adapt these items for each channel. Different channels can then use centrally defined branding throughout all Web sites, print and e-mail marketing collateral.

Multilingual marketing communication Multilingual marketing communication provides another example the challenge of ensuring consistent branding in all channels. Marketing professionals need to address customers in their preferred languages and therefore need to produce marketing material in multiple languages. SDL Tridion’s BluePrinting™ technology ensures both consistent branding and allows you to create local versions of Web sites, e-mail newsletters, and printed marketing collateral efficiently. SDL Tridion uses BluePrinting to centralize layout across multiple language-specific publications. BluePrinting can make translation processes more efficient by allowing your organization to provide localized versions of content within reusable, localizable templates.

Consistent personalization Personalization also needs to be consistent across channels. SDL Tridion personalization uses a single contact profile across all channels. Since content and content metadata are also used in all channels, you can provide your customers with consistent personalized content no matter which channel they use to access information.

Multi-channel marketing © SDL 2010


Crystal-clear communication at Interpolis Interpolis is one of Holland’s major insurance and retirement plan providers. Interpolis communication needs to live up to the organization’s core value: crystal-clear communication. Interpolis uses e-mail and Web sites as its primary means of communication with its customers, agents and employees. Each business unit within Interpolis is responsible for its own internal and external communication. This decentralized approach means that Interpolis needs to ensure the accuracy and consistency of all correspondence. SDL Tridion enables Interpolis to achieve consistency in branding, content and style by driving all communications from a central location. As a result, Interpolis prevents the release of conflicting and possibly damaging information.


Continuity Research shows that marketing communication is most effective when customers can move from one channel to another seamlessly. This continuity can significantly increase the chance of purchase, for example, the ability to “click through” from an email to a Web page to purchase a product and to use an online coupon for offline purchase in a store. The time between a Web site visit and a follow-up e-mail also has a considerable impact on consumer behavior. SDL Tridion provides tightly integrated products, enabling a seamless handover between different channels and tracking across each marketing channel.

Channel handover Channel handover provides communication continuity by allowing customers to easily access information from another medium. SDL Tridion makes channel handover easy because a single system delivers all channels. Some examples include: Generating a “read more” link from an e-mail to a Web site Preventing broken links by generating the link target automatically

Multi-channel marketing © SDL 2010


Adding tracking code into a link at request time Linking form e-mails to web-based profiles Publishing PDF documents to the Web site

Channel independent tracking Communication Statistics™ tracks each piece of content across each channel. Whenever a contact accesses a piece of content, the tracking module identifies and logs the content accessed, the contact that hat accessed it, the communication channel used and the date and time. This information identifies popular content and the target groups that respond to specific channels. This information is available from a single system and enables marketing professionals to provide the right marketing mix.

E-mail notification at the Ministry of Justice The Dutch Ministry of Justice uses an e-mail notification service. This service provides a great example of continuity between Web and e-mail channels. The Ministry of Justice creates articles about many topics. Each article is initially written for publication on the Web site. The articles are assigned to one or more topics and then published in the appropriate topic-specific section of the Web site. Topic experts, journalists and other parties who are interested in a certain topic can sign up to be notified by the Ministry whenever new content is published. Those interested can provide their e-mail address and select the topics for which they want updates. The notification service is fully automated. Newly published articles trigger the generation of an e-mail, which contains teaser text for the article. This e-mail is sent to those contacts who have indicated an interest in the topic of the article. The e-mail also contains “read more” links that lead to the full article on the Web site.

Multi-channel marketing © SDL 2010


3 What marketing professionals need The first half of this paper demonstrates the many benefits of multi-channel marketing for consumers and shows how SDL Tridion makes those benefits a reality. Marketers have additional requirements. Marketing communication needs to be effective, efficient and cost-effective. Accenture 4 explains how marking communication efficiencies enable organizations successfully to manage a marketing value creation framework (Figure 3).

Figure 3. Marketing Value Creation Framework

The SDL Tridion marketing communication process enables marketing managers to achieve a better ROI on marketing investments.


Naveen Jain and Marianne Seiler, Accenture, “The Case for Marketing Resource Management�

Multi-channel marketing Š SDL 2010


Better marketing execution improves communication within each production cycle: z

Content is created once and reused across channels.


Personalized versions of the content are assembled based on user profiles.


Messages can be tailored for multiple target audiences


Consumer responses can be tracked and measured


The resulting statistics are used to improve both the content and user profiles.

As a result, each cycle leads to better deliverables and more targeted messages at lower costs.

Figure 4 The Marketing Loop

This section describes the needs of today’s marketing professionals and shows how SDL Tridion satisfies those needs.

Multi-channel marketing Š SDL 2010


This section addresses three items on the marketing wish list:








Effectiveness Today, many consumers use the Web as a tool to gather information about products they want to purchase. As a result, the online channel has become an important tool to generate leads and contact information. Web site visitors no not mind giving contact details to an organization as long as they benefit directly. Newsletter subscription and information downloads are sufficiently beneficial for many visitors so providing this kind of information can be a great way to generate leads and identify qualified contacts. In addition, subscription behavior provides valuable segmentation information.

Build a contact database today Audience Manager™ contains all the tools organization need to gather contact information. The contact management module makes it easy to create and maintain contact records. Records contain standard, out-of-the-box contact fields and organizations can extend these records by adding with custom fields. Audience Manager integrates with Outbound E-mail subscription management. Subscription management provides an opt-in process that meets legal requirements. In addition, bounce management capabilities allow the marketing department to build up a contact database quickly and keep contact data accurate and up-to-date.

Multi-channel marketing Š SDL 2010


Contact records also contain profile information. Profile information uses keywords to manage any additional information that the marketing department wants to identify, for example, areas of interest for each contact. Each contact record integrates with the tracking module to provide a history of interaction.

Segmentation Audience Manager also provides segmentation functionality.





keywords to place contacts into distribution lists and target groups. Combining a segment of Web site visitors in a distribution list can be as easy as selecting one or more keywords.

Bounce management Bounce management is essential to maintaining a clean and accurate contact database. Audience Manager has a bounce processor directly built into the contact management module. E-mails that cannot be delivered successfully are returned by the mail server. The Audience Manager bounce processor receives and filters returned mails: z

The bounce processor determines if the returned mail actually describes a delivery problem.


If so, the bounce processor identifies if the delivery problem is temporary – for example, an out-of-office reply or a full mailbox – or permanent – for example, a nonexistent e-mail address.


Based on this analysis, the contact record will be adapted. The record will be set to “soft bounce” in case of temporary delivery problems and “hard bounce” otherwise.

You can configure the mailing process to check for this bounce status, so that, for example, no e-mails are sent to “hard bounce” contacts.

Multi-channel marketing © SDL 2010


Import/export or synchronize Audience Manager can be used with a dedicated system for contact management, such as a CRM system or a custom contact database. To do so, contact data of the dedicated contact management system needs to be synchronized with that of Audience Manager. Keeping contacts synchronized is usually a two-way process: z

Organizations can import contact details and profiles into Audience Manager when creating a new campaign.


Campaign tracking results, new subscriptions, profile changes and updated bounce information can be exported from Audience Manager to the CRM system or custom contact database.

Subscribers at the Dutch Ministry of Justice The Dutch Ministry of Justice maintains contact data for its e-mail notification service. This service is extremely efficient: the Audience Manager is used for all contact management. No CRM or external databases are used. The Ministry also allows contacts to manage their own profiles, contact details,e-mail addresses and optic subscriptions. Audience Manager provides a lightweight, fully Web-based contact management system, which is also open to self-maintenance by subscribers.


Efficiency Marketing managers need efficient marketing operations that reduce costs and minimize errors. SDL Tridion’s multi-channel architecture helps the marketing professionals to reduce costs, while ensuring that customers have choice, consistency and continuity.

Multi-channel marketing Š SDL 2010


Figure 5 Content-centric architecture for multi-channel marketing

Efficiency through reuse Ad-hoc copy-paste processes are still the most common approach to reuse, but this approach is both time consuming and prone to error. When marketing managers make last minute changes to one version of the content, they may not have the time to update all the other versions. BluePrinting provides tremendous efficiency through reuse. BluePrinting enables organizations to create content once and reuse it many times across multiple channels. During system implementation, a BluePrinting structure that models the expected reuse scenario is created. Content is then available for reuse in Web sites, e-mail and printed collateral. BluePrinting also provides a structure for content that needs to be localized or translated.

Efficiency of a common interface throughout marketing Using SDL Tridion, marketing departments use a single user interface to create and deliver content across all channels. The user interface provides access to all Multi-channel marketing Š SDL 2010


communication channels and content. Marketing managers and other content authors work with the same interface to create Web, e-mail and print content. The same concepts and processes can be applied when publishing a Web page or sending a mailing. Authors and editors can apply layout and branding by selecting predefined templates.

Efficiency of a single system and single repository SDL Tridion provides a standards-compliant enterprise-level content architecture, which can easily integrate with a wide range of operating systems, database systems, application servers, Web servers, e-mail and print technologies. IT departments only need to install, configure e and maintain a single system to provide technical support for all marketing channels. SDL Tridion is scalable to ensure the best possible performance regardless of the number of its users or the volume of email messages and Web pages. All forms of content, including text, graphics, templates and code, are stored within a single repository, providing managed access to content for all contributors from marketers to programmers.

Adding newsletters to the Renault F1 web site Renault Formula 1 has a very popular Web site that keeps racing fans up to date on the latest developments at the Renault Formula 1 team. On the SDL Tridion-powered Web site, Renault fans can sign up for newsletters. Renault uses the newsletters frequently throughout the race weekends to keep fans up to date on the results of the practice, time trials, and actual race. Initially, Renault F1 sent the newsletters using a separate email system, requiring the administration of two software systems and maintenance of a custom integration between the two. Renault Formula 1 therefore decided to add Outbound E-mail functionality to its Web site. This decision greatly reduced the operational costs of providing up-to-date information to its fans on the Web and through e-mail.

Multi-channel marketing Š SDL 2010



Control To make the most of tight marketing budgets, today’s marketing managers need to control marketing communication processes and demonstrate marketing efficiency to their CEO.

Empower the marketing manager Using SDL Tridion, marketing professionals can control all aspects of marketing communication: create, review and approve content; quickly assemble Web, e-mail and print deliverables; and test and distribute the content. SDL Tridion provides instantaneous feedback for the communication process. For example, consider the process of sending a mailing. After careful preparation and testing, the mail is sent out to possibly thousands of contacts. Outbound E-mail provides instant feedback so that the marketing manager can immediately start analyzing the results of the campaign.

Measuring marketing results Today’s marketplace sees a shift away from finding the most creative message to promote a product (qualitative marketing) and toward an analytical framework that allows marketing managers to measure marketing efficiency (quantitative marketing). Marketing executives need tools that provide instant insight into how marketing campaigns are performing and how efficient a marketing channel is with respect to a certain message or target group. SDL Tridion gives the marketing department better insight into campaign effectiveness by closing the marketing loop of plan, execute, and analyze. While planning a campaign, marketers create content using the same tool they used for executing the campaign.

Multi-channel marketing Š SDL 2010


They execute the campaign instantaneously by clicking on a “publish” or “send” button. All communications are automatically tracked. The marketer can immediately check the campaign’s success. With the campaign analysis again presented in the same interface, planning for the next campaign can start immediately.

Multi-channel statistics Communication Statistics™ provides content-centric, multi-channel statistics. Marketers can access the statistics easily by viewing statistics for any folder that contains content used on the Web site, in an e-mail newsletter or in printed collateral. Marketers can easily evaluate multi-channel scenarios during statistics analysis. Communication Statistics provides information for content items, target groups and time frames. Tracking statistics also contain information about the content creation and publishing process. Content events, such as the creation of a new version of content or the sending of a newsletter, are shown directly in the charts. This provides the marketing manager with a cause-and-effect analysis of marketing communication efforts.

Intuitive, usable statistics Communication Statistics enable marketing professionals to see the statistical results of a campaign and use this information to improve their communication. As a result, they can position popular content more prominently on the Web site or include only the most popular articles in a newsletter. Traditional Web statistics tools usually produce reports that are usable for Web masters, but not for the average marking professional. Marketers can view communication statistics directly in a published Web site or in a newsletter. The statistics are gathered for individual pieces of content rather than to Multi-channel marketing © SDL 2010


whole Web pages. This makes it easier for marketers to understand the impact of their communication

Figure 6: Communication Statistics

Statistics are intuitive because they are shown within the context of the published Web site. Every marketer is intimately familiar with the Web site he or she is responsible for. Statistics shown directly in the context of that Web site speak for themselves in showing campaign success. The statistics are usable because they are fully integrated into the marketing communication process. The statistics allow for the continuous, real-time improvement of campaigns.

Multi-channel marketing Š SDL 2010


Case study: product managers in control at Interpolis Interpolis listened very closely to its customers when deploying SDL Tridion. True to its slogan, “Interpolis. Crystal-clear”, Interpolis wanted to provide its customers with consistent online and offline communication. SDL Tridion ensures consistency by providing central control for communication across all channels. At the same time, Interpolis improved efficiency considerably by streamlining its communication process. Before Outbound E-mail was introduced, Interpolis used external agencies to send email newsletters. Product managers would prepare content and send it to the agency by e-mail.The agency then needed to recreate the content in their newsletter system and submit the content back to the product manager for approval. This usually resulted in a lengthy exchange of e-mails back and forth. Using Outbound E-mail, the product managers are now in full control. They create both the content and the newsletter itself directly in SDL Tridion. Now, they can send the newsletter with one click of a button as soon as the content is ready

Multi-channel marketing © SDL 2010


4 About SDL SDL is the leader in Global Information Management solutions, which provide increased business agility to enterprises by accelerating the delivery of high-quality multilingual content to global markets. The company’s integrated Web Content Management, eCommerce, Structured Content and Language Technologies, combined with its Language Services drive down the cost of content creation, management, translation and publishing. SDL solutions increase conversion ratios and customer satisfaction through targeted information that reaches multiple audiences







Global industry leaders who rely on SDL include ABN-Amro, Bosch, Canon, CNH, FICO, Hewlett-Packard, KLM, Microsoft, NetApp, Philips, SAP, Sony and Virgin Atlantic. SDL has over 1000 enterprise customers, has deployed over 170,000 software licenses and provides access to on-demand portals for 10 million customers per month. It has a global infrastructure of more than 50 offices in 32 countries. For more information, visit Contact information E-mail: Web site:

Copyright Š 2010 SDL PLC. All Rights Reserved All company product or service names referenced herein are properties of their respective owners.

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Multi-Channel Marketing