AU2010101353A4 - Method of multi-channel marketing - Google Patents

Description

METHOD OF MULTI-CHANNEL MARKETING FIELD OF THE INVENTION The present invention relates to a computer method, system and apparatus for delivering multi-channel marketing content to recipients. 5 BACKGROUND Direct marketing is a type of marketing. There are two main definitional characteristics which distinguish direct marketing from other types of marketing. The first is that it attempts to send its messages directly to consumers, without the use of intervening media. This involves commercial communication (direct mail, e-mail, 10 telemarketing) with consumers or businesses. The second characteristic is that it is focused on driving a specific "call-to-action." This aspect of direct marketing involves an emphasis on trackable, measurable positive responses from consumers (known simply as "response" in the industry) regardless of medium. If the marketing material asks the prospect to take a specific action, for instance call a 15 free phone number or visit a website, then the effort is considered to be direct response advertising. Direct-response marketing is a form of marketing designed to solicit a direct response which is specific and quantifiable. The delivery of the response is direct between the viewer and the advertiser, that is, the customer responds to the marketer directly. 20 Direct-response advertising is characterised by four primary elements: * an offer; e sufficient information for the consumer to make a decision whether to act; e an explicit "call to action"; and * means of response (typically multiple options such as a toll free number, web 25 page, and email). For direct response marketing via a single email delivery channel a unique identifier is sometimes used to track the response from a recipient. However, when the means of response includes multiple options - it can be difficult to track results back to 1 individual users, specific marketing campaigns and the channel by which the recipient responded. Depending on the delivery channel - it can be even more difficult to track the delivery channel that resulted in the response. SUMMARY OF THE INVENTION 5 In a first aspect the invention provides a computer implemented method of delivering multi-channel marketing for resellers, comprising: - creating a multi-channel marketing campaign; - executing the marketing campaign across two or more media delivery channels to deliver marketing content to recipients; and 10 - tracking the marketing campaign response from each recipient by means of a unique recipient identifier for the campaign and including the channel by which the recipient responded to the marketing content. The multi-channel marketing campaign can be developed from marketing campaign templates for a vendor. Providing the vendor with the ability to produce and compile 15 the multi-channel marketing campaigns templates for resellers enables the vendor to ensure that their products and their branding are presented correctly. For resellers, the provision of multi-channel marketing material and the mechanism to execute the campaign allows them to focus their effort on engaging the clients or potential clients who are the recipients of the marketing content - instead of them 20 focussing effort on developing marketing content and the channels to deliver content and receive responses. The marketing media delivery channels can include direct mail; electronic mail; telemarketing; direct selling; or search engine marketing. Marketing response channels can include a web browser; telephone, mobile device or 25 email. Tracking the marketing campaign response from each recipient and the channel by which they responded enables the effectiveness of the campaign to be quantifiable. 2 The channel by which the recipient responded to the marketing content provides an indication of the one or more preferred response channels for the recipient. The preferred response channels can then be used for targeting marketing material to the recipient via a response channel that they have already shown a preference for. 5 The unique recipient identifier in one embodiment encodes information to identify the recipient and the campaign. This could be embodied in the form of concatenated parameter values or the unique recipient identifier may be a distinct identifier that is related to the recipient and the campaign by resolving the relationship from stored data. 10 Preferred response channels may also be useful as an indication for the preferred delivery channel. For example, a response via telephone to a direct mail delivery channel may indicate that the user would have a preference for telemarketing as the delivery channel. Alternatively, a response via electronic mail from a direct mail delivery channel may indicate a preference for electronic mail as the delivery channel. 15 Other embodiments of the unique recipient identifier may also encode other information such as the media delivery channel. From this other form, it could be determined from unique recipient identifier if the recipient is responding via telephone in response to a direct mail or an electronic mail delivery channel. This could then be used to determine the preferred delivery channel for the recipient. 20 The different marketing response channels may use a different embodiment of unique recipient identifier within the same campaign. For example, if the delivery channel was direct mail or electronic mail and the response channel was mobile device then the marketing material could have the unique identifier in the form of a mobile barcode such as a two-dimensional barcode such as QR Code or MaxiCode that 25 encodes the URL of a landing page and the recipient unique identifier and can be read by the camera on the mobile device. The recipient could then be served a customised landing page or download a customised application or resource. If the delivery channel was the same and the response channel was via telephone, the marketing material would include a four to eight digit code to enter after calling the 30 free call phone number that was assigned to the campaign for the duration of the 3 campaign. The receptionist or prompting system would then have the information available to resolve who is calling and response to which campaign so that the user can be provided with an individualised and targeted marketing experience. If the delivery channel was the same and the response channel was via web browser, 5 the recipient would be provided with a prompt to enter a key phrase that is easy to remember and spell for the purpose of typing into a text box - such as "blueapple" or "pinkgrape". The recipient could then be presented with a customised landing page that could include personalisation such as their name, a list of resources selected based on information already known as areas of interest from previous campaigns or 10 from the CRM system of the reseller. It may also prompt them with an interface to send marketing material to other people they know who would be interested in the content of the campaign by displaying input boxes to enter additional recipient details. The ability to identify the recipient and when they responded has the advantage that notifications to be delivered to people who have an interest in following up with the 15 recipient. For example, a person or people in a role with the reseller can be notified when the recipient has responded - then the response from the recipient can be followed up. If the response channel and the delivery channel from which they responded are known and the recipient did not explicitly provide a preferred follow up channel in their response - then the most appropriate follow up channel can be 20 inferred from what has already been exhibited as the preferred interaction channels of the recipient. Another advantage of tracking the response or responses from the recipient is that this information can be used to track the recipient through the sales process. There are several definitions of the steps in the sales process but one example includes taking 25 the recipient through the steps according to different models such as the AIDA Model, DAGMAR, and Lavidge and Steiner models. For example, the DAGMAR model has the steps of Unaware, Aware, Comprehension, Conviction and Action. Tracking of the recipient through the sales process enables a recipient to be allocated to a status that represents where they are in the selected sales process model at a given 30 point in time. One way of determining where the recipient is at in the sales process is profiling them based on what resources they are downloading. For example, if the 4 recipient has downloaded general information on a product then they could be allocated a status of Aware. If the recipient has downloaded technical specifications or implementation templates then they could be allocated the status of Comprehension. If the recipient has entered their requirements for the purpose of obtaining a cost 5 estimate or downloaded a trial of a product they could be allocated the status of Conviction. If the recipient has placed an order they could then be allocated the status of Action. Via other response channels such as telephone or email, the status of the recipient could be assessed during the conversation with the recipient and then the status allocated by the operator receiving the response. 10 Each status in the sales process can be allocated a probability or percentage likelihood of proceeding through to a sale. Aggregating the probability of proceeding to sale for each recipient provides a prediction of the number of sales at a given point in the campaign. A return on investment for the campaign can be calculated by assigning an average 15 deal size and a cost for the marketing campaign and then using this information together with the aggregation of probability of proceeding to sale for each recipient. In other embodiments, an average deal size might be associated with an individual recipient or determined from the type of recipient or the number of employees in the organisation of the recipient. 20 For the resellers, the prediction of the number of sales and values of sales enables them to measure their performance and set measurable performance targets. Over time, it may also enable resellers to identify high value clients. For the vendors, it enables them to identify and reward high performing resellers and also characterise multi-channel marketing campaigns that work well and refine the 25 marketing content, delivery channels and response channels. Providing the overview of the campaign of the reseller also enables the vendor to control and effectively allocate marketing budget to the most effective resellers. In other embodiments, additional customised marketing content is delivered to the recipient at one or more predetermined times based on the recipient profile. For 30 example, links to technical specifications or implementation templates will be emailed 5 to recipients who are assigned the status of Aware at four weeks into the campaign. These links would have associated tracking identifiers such that if recipients responded - their status could be updated. In another example, a last days discount coupon could be sent to recipients with the status of Comprehension or Conviction via 5 their preferred delivery channel one week before the campaign ends. In other embodiments, marketing budget can be assigned to one or more of the delivery channels. For example, a reseller may be assigned a marketing budget by a vendor and then the reseller is provided with the ability to assign the budget to the execution of a marketing campaign across selected media delivery channels. In this 10 example, the vendor can control the budget based on the most effective delivery channels over time or with experience. Historical recipient profiles in the system also allow the option of targeting marketing material via preferred delivery channels of each recipient to maximise the effectiveness of the marketing budgets and not waste marketing budget on sending recipients material via a channel by which they do not 15 respond. By providing an overview of reseller performance to vendors, the vendor can assign more marketing budget to resellers who provide better return on investment. For example, several resellers may be using a campaign provided by the vendor. The vendor can track the return on investment for their budget assigned to each reseller 20 and then re-allocate or allocate additional marketing budget to resellers who are providing the best return. In a further aspect the invention provides system comprising a processor and associated memory device storing a series of instructions to cause the processor to carry out multi-channel marketing. 25 In a further aspect the invention provides a system for multi-channel marketing, the system comprising a processor and associated memory device storing the computer software, the computer software including a series of instructions to cause the processor to carry out multi-channel marketing. 6 BRIEF DESCRIPTION OF THE DRAWINGS Embodiments of the present invention will now be described by way of example only, with reference to the accompanying drawings in which: Fig 1A is a first embodiment of a multi channel marketing flowchart; 5 Fig lB is a second embodiment of a multi channel marketing flowchart; Fig 2 is a schematic overview of the roles and the flow of information in multi channel marketing; Fig 3 is an interface for selecting a multi-channel marketing campaign to manage from a list of marketing campaigns under management; 10 Fig 4 is an interface for configuring a multi-channel marketing campaign; Fig 5 is an interface for reviewing the configuration checklist in the multi-channel marketing campaign; Fig 6 is an interface for maintaining delivery channels in the multi-channel marketing campaign; 15 Fig 7 is an interface for maintaining content for use with delivery channels in the multi-channel marketing campaign; Fig 8 is an interface for importing telemarketing response data, viewing telemarketing response data, and sending alerts to notify of recipient responses; Fig 9 is an interface for maintaining user profile sales process status categories and 20 the corresponding probability of proceeding to a sale; Fig 10 is an interface for maintaining tasks; Fig 11 A is an interface for maintaining users including maintenance of user notifications; Fig 11 B is an interface for maintaining selling information; 7 Fig 12 is an interface for maintaining landing pages in a web based response channel; Fig 13A is an interface for maintaining landing page categories; Fig 13B is an interface for maintaining landing page links; Fig 14A and Fig 14 B is an interface for maintaining recipients in a telemarketing, 5 direct mail and email based delivery channel; Fig 15A is an interface for maintaining marketing content in the email based delivery channel; Fig 15B is an interface for maintaining recipient interest categories used for profiling a recipient; 10 Fig 16 is an interface for providing a dashboard view of campaigns; Fig 17A is an elements widget pop-up for reviewing campaign elements; Fig 17B is a first page of a responses widget pop-up interface for reviewing direct mail responses; Fig 17C is a second page of a responses widget pop-up interface for reviewing 15 electronic direct mail responses; Fig 17D is a third page of a responses widget pop-up interface for reviewing return on investment results; Fig 18A is an example of direct mail marketing content; Fig 18B is an example of direct email marketing content; 20 Fig 18C is an example of a landing page; and Fig 19 is a schematic representation of a computer system for implementing an example of the invention. 8 DETAILED DESCRIPTION Referring to Fig 1, there is a first embodiment of a multi channel marketing flowchart 100. The flowchart 100 illustrates the steps: * creating a multi-channel marketing campaign 101; 5 * executing the marketing campaign across two or more media delivery channels to deliver marketing content to recipients 102; and * tracking the marketing campaign response from each recipient by means of a unique recipient identifier 103. In this first embodiment, tracking the marketing campaign response from each 10 recipient includes tracking (a) the response channel by which the recipient responded to the marketing content. The response channels by which the recipient could respond are: (i) web browser such as Firefox or Safari; (ii) telephone by a freecall number or a number allocated from a direct in-dial range on a PABX; (iii) mobile device such as a web browser dedicated application on a electronic book reader, PDA or iPhone; and 15 (iv) email via a unique email response address assigned to the campaign or a unique email response address assigned to the campaign, recipient and delivery channel combination. Other embodiments can additionally track (b) the delivery channel that lead the recipient to respond to the marketing content. The delivery channels that the 20 marketing content is delivered to the recipient are: (i) direct mail; (ii) electronic mail; (iii) telemarketing; (iv) direct selling; and (v) search engine marketing. For each marketing campaign, recipient and delivery channel combination - there is a unique identifier that enables the path by which the recipient received and responded to the marketing material to be tracked. Advantageously, if the recipient responds by two or 25 more response channels, their profile can be updated such that each response interaction is recorded and their profile updated accordingly. Referring to Fig 2, there is a second embodiment of a multi channel marketing flowchart 110. The flowchart 110 illustrates the steps: 9 * creating a multi-channel marketing campaign from marketing campaign templates for a vendor 111; e assigning a unique telephone number to the marketing campaign for the duration of the marketing campaign 112; 5 e assigning a user to be notified when recipients respond via a selected marketing response channel 113; * executing the marketing campaign across two or more media delivery channels to deliver marketing content to recipients 114; * tracking the marketing campaign response from each recipient by means of a 10 unique recipient identifier 115; e presenting the recipient with a landing page customised with recipient details 116; * tracking each recipient to build a recipient profile that captures the progression of the recipient in a sales process 117; 15 e assigning a probability of sale for each recipient based on the status of the recipient in the sales process 118; e assigning an average deal size and a cost for the marketing campaign 119; e calculating an aggregate return on investment based on the probability of sale for each recipient 120; 20 e delivering additional customised marketing content to the recipient at one or more predetermined times 121; and * providing a mechanism to control marketing budget for one or more delivery channels 122. Referring to Fig 2, there is a schematic overview 200 of the roles and the flow of 25 information in multi channel marketing. This embodiment of multi channel marketing system has a web and database server 205 interacting with four (4) roles: an agency 210, a vendor 220, a reseller 230 and a recipient 240. Each of the agency 210, the vendor 220 and the reseller 230 interact with the web and database server 205 via a network or intemet connection 250 using a web browser. The recipient 240 is 30 delivered marketing content via a marketing delivery channel 260 and responds to the marketing material via a marketing response channel 270. 10 In one embodiment of the schematic overview 200, the agency 210 is the host of the system and develops or implements marketing campaign templates for the vendor 220 that are executed on behalf the reseller 230. The agency 210 can also provide guidance and assistance to the reseller 230 on behalf of the vendor 220. 5 Referring to Fig 3, a campaign creation interface 300 is shown for selecting a multi channel marketing campaign from a list of marketing campaigns 310 that have been created for a reseller 230 from marketing content templates for a vendor 220. The campaign creation interface 300 includes a campaign name field 315 that enables a new campaign to be created with a meaningful reference label. The campaign creation 10 interface 300 also includes campaign feature check boxes 320 for selecting what features are to be included in the campaign. In an embodiment, marketing campaign templates for the vendor 220 are typically created by the vendor 220 or their agency 210 who acts of their behalf to author the marketing campaign templates. The agency 210 is typically engaged by the vendor 15 220 to assist high value resellers of the vendor 220. In an alternate embodiment, the vendor 220 could directly manage the reseller 230 without support from the agency 210. In this alternate embodiment, the vendor 220 would select a template from the reseller 230, customise, and then execute the multi-channel marketing campaign. Referring to Fig 4, a campaign management interface 400 is used to maintain the 20 attributes of the campaign. From a campaign branding perspective: the attributes are configured by setting a campaign name 410; a web path 411 that relates to the virtual folder on the web server that will be used as a landing page for each recipient 240; a uploaded customer logo 413 and title colours 414 that are used for the branding of the marketing content such 25 as electronic mail and branding on some of the interface response channels 270 such as the landing page. From a unique recipient identifier generation perspective: a phone number 415 and a promo code range 416 can be used to track responses delivered by direct mail and email channels when they respond via telephone or web based form response channels. 11 In this embodiment, the phone number 415 is assigned to the marketing campaign for the duration of the marketing campaign. When the marketing campaign is completed, the phone number 415 can be returned to a phone number pool to be re-used in a later campaigns. 5 In this embodiment, global unique identifiers are generated in the background for tracking web responses from links embedded within emails sent to recipients. Using hyperlinks within a recipient email avoids the need for the recipient to enter a promotion code as the recipient and the campaign can be determined by resolving the global unique identifier associated with the recipient for the campaign and embedded 10 in the web request. Using the hyperlinks within the email also provides the added advantage that the recipient can be presented with a customised landing page including a personalised message when navigating from the embedded email links. In an embodiment, if the recipient has navigated to the landing page without passing the global unique identifier in the web request, then entry of the promo code assigned 15 to the recipient from the promo code range 416 enables the recipient and the campaign to be resolved and the customised landing page to be displayed. The promo code assigned to the recipient on execution of the campaign from the promo code range 416 is also convenient for resolving the recipient when they respond via a telephone response channel. A telephone prompting system can request 20 the recipient to enter their promotion code so that the operator answering the call can be prompted with the details of the recipient and which campaign they are responding. The recipient is resolved based on the phone number 415 they called on and the promo code entered into the telephone prompting system. Similar to the phone number 415 assigned to the marketing campaign, the numbers 25 within the promo code range 416 can be reused in other campaigns once the campaign is completed. In alternate embodiments, the promo code 146 can be alpha or alpha numeric. From a return on investment perspective: an average deal size 417 and a campaign cost 418 provide the basis for calculating an aggregate return on investment. This can 30 be calculated by using an aggregation of the probability of sale for each recipient 12 multiplied by the average deal size 417 divided by the campaign cost 418. A ROI explanation 419 provides an end user friendly explanation of how the ROI is calculated. From a notification perspective: a phone notification label 420 and email URL 421 5 provides the address that will appear as the from address on phone response notification emails; a unsubscribe message 422 defines the message that will appear when a recipient executes the unsubscribe function in the web response channel. From an application configuration perspective, a portal URL 423 and a data URL define application entry points for the interaction with the system. These define some 10 of the paths that might change between campaigns. From a feature configuration perspective: a set of campaign feature check boxes 425 enable features to be selected for inclusion in the campaign. Referring to Fig 5, a campaign checklist 500 has subsections of: General 520, Portal Sections 521 and Landing Pages 522. Under each of these subsections are a list of 15 items that are checked in relation to each subsection. A green/red light indication highlights which items have passed/failed so action can be taken to rectify the issue. For example: under the subsection of: General 520 there is a logo indication 530a that the customer logo has not been uploaded;. under the subsection of Portal Sections 521 there is a element image indication 530b and analysis entered indication 530c that 20 highlight potential issues; under the subsection of Landing Pages 522 are a group of failed indications 530d that highlight issues with the thank you page and the email configuration. Referring to Fig 6, a stages interface 600 for maintaining delivery channels in the multi-channel marketing campaign provides the ability to create and edit stages in the 25 campaign. Execution of various stages 610 in the marketing campaign at various times throughout the duration of the campaign results in marketing content being delivered to recipients via the media delivery channel for that stage. The stages interface 600 includes a description 621 and status 622 to keep track of the execution status of each stage. 13 Referring to Fig 7, an elements interface 700 provides for the maintenance of marketing content for use with delivery channels in the multi-channel marketing campaign. In this example of the embodiment, there are three (3) stages that have marketing content delivery associated with them: a direct mail stage 71 0a, a electronic 5 direct mail stage 710b, and a telemarketing stage 710c. Each of these stages 710 use a different media delivery channel to deliver the marketing content. From an image media perspective, the elements interface 700 allows for: a large image 720; and an image 721 to be uploaded for an element. From a text media perspective, the elements interface 700 allows for: a heading 723; 10 text based content 724; file based content 725 and URL resource 726 to be recorded for an element. Referring to Fig 8, a telemarketing data interface 800 provides for: importing telemarketing response data 810; monitoring and controlling the telemarketing budget 811; reviewing a statistical summary of telemarketing response data 812; providing 15 data analysis statements 813; and sending alerts to notify of recipient responses 814. Following the importing of telemarketing response data 810, the statistical summary of telemarketing response data 812 is updated to reflect any new data imported. Providing data analysis statements 813 facilitates the understanding of the telemarketing response data 812 and can also highlight and communicate insights that 20 could be learn from the responses to the campaign and the content delivery channel from which the responses were sourced. Sending telemarketing recipient response notifications 814when responses are received enables nominated people to provide timely follow up responses. In alternate embodiments, the alert can include details (or links to details in the system) 25 on each recipient including: the delivery channel from which they responded; the response channel they used to respond; any further recipient profile information that can be used to understand the recipient such as what resources have been requested and their previous response interactions. 14 Referring to Fig 9, a response category interface 900 provides for maintaining user profile sales process status categories and the corresponding probability of proceeding to a sale for a process status. A response category is given a category title 910, a weighting 911 that represents a percentage likelihood (or probability) of a recipient 5 proceeding to a sale if they are assigned this category; a query string 912 for extracting the data; and a graph flag 913 that controls if the category is displayed in graphical summary statistics. Referring to Fig 10, a task list interface 1000 provides for maintaining tasks assigned to users in different roles such as agency 210, vendor 220, or reseller 230 roles. Each 10 task has a task description 1010; a task owner 1011; a task status 1012 and a task due date 1013. The creation of these task facilitates the collaboration of users with different roles in the system and who may not work in the same organisation. It also ensures that each task needed for the successful execution of a multi-channel marketing campaign is completed. 15 Referring to Fig 11 A, a team member interface 1100 provides for maintaining users including maintenance of user notifications. For each user, there is a set of flags 1110 that set attributes for the team member such as: if the member receives phone notifications 11 Oa; if member is alerted when new data is uploaded 11 Ob; if the member is invisible 111 Oc on the system to other users - used for vendors to have 20 visibility to the system; if the member is a team leader 111 Od; if the member can see WIP; if the member is alerted on recipient registration. The team member interface 1100 also provides for recording of the member email 1116; the phone number 1117; the direct number 1118 and mobile phone number 1119. 25 Referring to Fig 1 IB, is a seller information interface 1150 provides for maintaining selling information including: a seller information section heading 1151; a seller information resource title 1152; and a seller information resource URL 1152. This seller information is displayed to recipients on their customised landing pages for the campaigns. 15 Referring to Fig 12, a campaign form interface 1200 provides for maintaining landing pages in a web based response channel including: a form name 1210 that controls the title tag on the landing page; a thank you page URL 1211 that users are redirected to after responding via the campaign form; a confirmation email from name 1212 and 5 from email 1213 that appears as the from address in the confirmation email; the confirmation mail subject 1214. The confirmation email content is provided in two formats for email client compatibility: a plain text mail content 1215 and a HTML mail content 1216. The campaign form interface 1200 also enables the configuration of the data 10 extraction from the landing page form by adding form elements for extraction and defining for each form element: a field name 1220; a field label 1221; a field type 1222 and a default value for the field 1223. These form fields define what recipient entered data can be entered via the landing page form. Referring to Fig 13A, a destination category listing interface 1300 provides for 15 maintaining landing page categories with each category having a category title 1310 and a category option for selecting if the recipient action should appear in summary statistics. Referring to Fig 13B, a link listing interface 1350 provides for maintaining landing page links with each landing page link having a destination URL 1361, a destination 20 label 1362, and a destination tracking category 1363. Referring to Fig 14A, an email listing interface 1400 provides for maintaining and importing recipients in an email or telemarketing based delivery channel campaign. A file upload function 1410 allows a data file to be uploaded so that a bulk recipient import can be performed. Defined for each recipient in the listing of recipients is a 25 first name 1411, a last name 1412, an email address 1413. On uploading, each recipient is assigned a promo code 1414 from the unused codes in the promo code range defined for the campaign and a global unique identifier 1415 for the campaign. Referring to Fig 14 B, an email editing interface 1450 provides for editing or creating a recipient in an email or a telemarketing campaign where each recipient has a first 30 name 1461, a last name 1462, a company 1463, an email address 1464, a promo code 16 1465 automatically generated from the unused codes in the promo code range if left blank or manually set, and a contact phone number. Referring to 15A, a email recipient customised message interface 1500 provides for maintaining marketing content in the email based delivery channel. The customised 5 message interface 1500 allows the definition of a mail out name 1510, a subject 1511, a message from name 1512; a message from email 1513 from which the email message appears to come from; HTML message content 1514 that has recipient content merging placeholders 1515 that are replaced in the HTML message content 1514 with the recipient details when the message is sent. 10 Referring to 15B, a user interest category interface 1550 provides for maintaining recipient interest categories used for profiling a recipient. These are used for lead nurture and customised communications such as sending targeted emails or direct mail to recipients. These categories are used in building a recipient profiles. For example, if an email has three categories and the recipient responds indicting an 15 interest in one or more of these categories - then a further communications can be targeted to the or each category of interest. For example, a telemarketing script or a further email can have content targeted to the or each category of interest to the recipient. Referring to Fig 3, a menu 399 navigates to the different sections of the multi channel 20 marketing system. This menu is common for Fig 3 to Fig 15. Referring to Fig 16, a campaign dashboard interface 1600 for providing an overview of campaigns comprises a header, body content and a sidebar. The header provides a campaign selection drop-down menu 1610 for selecting campaigns that the user currently has access rights to view. When a campaign is 25 selected, the name of the selected campaign is displayed in a status 1611 in the header. The body content section has six (6) widgets: an overview widget 1620a; a stage widget 1620b; a elements widget 1620c; a responses widget 1620d; a calendar widget 1620e; and a tasks widget 1620f. 17 The overview widget 1620a displays text that communicates high level information about the campaign including overall objectives, the campaign strategy and the scope for the campaign. The stage widget 1620b displays the stages that are maintained in the stages interface 5 600 of Fig 6. The various stages 610 and their corresponding description 621 and status 622 are listed in the stages widget 1620b together with an indicator icon that provides a visual representation of the status 622. The elements widget 1620c displays the stages that are maintained in the elements interface 700 of Fig 7. The stages 710 that have marketing content associated with 10 them are listed within the elements widget 1620c. The responses widget 1620d displays a responses summary chart 1643 and a remaining telemarketing budget summary 1642. The calendar widget 1620e displays an interactive calendar that can be used to map various events in the campaign such as the current date, the execution periods for each 15 stage, and the start date, and end dates of the campaign. The tasks widget 1620f displays a summary of the tasks associated with the campaign that are maintained using the task list interface 1000 of Fig 10. Each of the task widgets 1620 has a widget expansion control 1621. Modal pop-up windows are displayed when the widget expansion control 1621 are activated. 20 Referring to Fig 17A, an overview widget pop-up 1700 is displayed from the expansion of widget 1620c using elements widget expansion control 1621c. The elements widget pop-up 1700 provides links through the elements in the stages of the marketing campaign. In this example, the example media for delivery to recipients that is associated with the direct marketing and electronic direct marketing can be 25 viewed by using the direct marketing element link 1710 and the electronic direct marketing link 1711. Referring to Fig 17B, a responses widget pop-up 1720 is displayed from the expansion of widget 1620d using responses widget expansion control 162 1d. A first 18 page of the elements widget pop-up 1720 provides a direct mail response summary graph 1730 and a direct mail response summary table 1731. Referring to Fig 17C, a second page of the responses widget pop-up 1730 provides an electronic direct mail response summary graph 1740 and an electronic direct mail 5 response summary table 1741. An electronic direct mail data download link 1742 enables the electronic direct mail response data to be downloaded. Referring to Fig 17D, a third page of the responses widget pop-up 1740 provides return on investment summary graph 1750 with an return on investment explanation 1751 to accompany the return on investment summary graph 1750. 10 Referring to Fig 16, the sidebar 1630 on the campaign dashboard interface 1600 has a team listing 1630a which has the phone details in a mouse over window and a mailto link for each tem member. This team listing is maintained in the team member interface 1100. A report extract link 1630b allows an offline version of reporting data to be extracted. 15 A selling info link 1630c allow an offline version of selling data to be extracted Referring to Fig 18A, an example of direct mail marketing content 1800 that is customised for a recipient includes a phone number 1810 that is assigned to the campaign; a promotion offer code 1811 assigned to the recipient for the duration of the campaign; and a landing page URL 1812. 20 Referring to Fig 18B, an example of direct email marketing content 1820 customised for a recipient includes a phone number 1830; a promotion offer code 1831; and a landing page URL 1832 that links to the campaign landing page. The landing page URL 1832 encodes a recipient unique identifier as a URL parameter so the recipient can be resolved during the landing page web request. 25 Referring to Fig 18C, an example of a landing page 1840 provides a set of fields 1850 for a recipient to enter their details. The recipient details can be defaulted if the recipient unique identifier was encoded in the landing page web request. A landing page submit button 1851 navigates the recipient to a thank you page and sends a confirmation email that is configured in the campaign form interface 1200. 19 Referring to Fig 19, there is shown a system 1900 for interacting with a multi channel marketing system. The system 1900 comprises of a client user terminal 1910 that is operable to display a graphic user interface 1920, and a database 1950 in communication with the user 5 terminal 1910. It should be understood that multiple user terminal 1910 are part of the system of the example but only one is shown here for ease of reference. The multiple user terminals 1910 can be connected to each other using local area communications networks (not shown). The system 1900 also comprises a web server 1930 and database 1940 in 10 communication with the web server 1930. The user terminal 1910 and the web server 1930 are interconnected by means of the internet 1960 or any other suitable communications network. In this example the user interface 1920 is displayed using a web browser software application, such as Internet Explorer or Firefox. The interface 1920 is dynamic as it 15 displays information provided by the webserver 1930 which controls the content and functionalities available on the interface 1920. The interface 1920 can also receive information from the database 1950. The user is able to use the user terminal 1910 to enter input which may then be stored on either database 1940 or database 1950. The various types information provided for display on the user interface, the various 20 functionalities of the interface and the various types of input that can be entered by the user into the interface 1920 is described in the preceding embodiments of the multi-channel marketing. References to "one embodiment", "an embodiment", "example embodiment", "various embodiments", etc, may indicate that the embodiment (s) of the invention so 25 described may include a particular feature, structure, or characteristic, but not every embodiment necessarily includes the particular feature, structure, or characteristic. Further, repeated use of the phrases such as "in one embodiment" or "in an exemplary embodiment", do not necessarily refer to the same embodiment, although they may. Embodiments of the present invention may include apparatuses for performing the 30 operations herein. An apparatus may be specially constructed for the desired 20 purposes, or it may comprise a general purpose device selectively activated or reconfigured by a program stored in the device. Although this invention has been described in certain specific embodiments, many additional modifications and variations would be apparent to those skilled in the art. 5 It is therefore to be understood that this invention may be practiced otherwise than as specifically described. Thus, the present embodiments of the invention should be considered in all respects as illustrative and not restrictive, the scope of the invention is to be determined by any claims supported by this application and the claims equivalents rather than the foregoing description. 21

Claims (19)

1. A computer implemented method of delivering multi-channel marketing for resellers, comprising: - creating a multi-channel marketing campaign; - executing the marketing campaign across two or more media delivery channels to deliver marketing content to recipients; and - tracking the marketing campaign response from each recipient by means of a unique recipient identifier for the campaign and including the channel by which the recipient responded to the marketing content.

2. A method according to the proceeding claim wherein the unique recipient identifier has a different form in two or more of the marketing response channels.

3. A method according to claim any proceeding claim wherein the marketing response channels include one or more of: (i) web browser; (ii) telephone; (iii) mobile device; and (iv) email.

4. A method according to claim 3 wherein the marketing response channels include the telephone response channel and further comprising - assigning a unique telephone number to the marketing campaign for the duration of the marketing campaign.

5. A method according to claim 3 wherein the marketing response channels include the web browser response channel and further comprising - presenting the recipient with a landing page customised with recipient details.

6. A method according to claim any proceeding claim further comprising: - assigning a user to be notified when recipients respond via a selected marketing response channel. 22

7. A method according to claim any proceeding claim further comprising: - tracking each recipient to build a recipient profile including a status that captures the progression of the recipient in a sales process.

8. A method according to claim 7 further comprising: - assigning a probability of sale for each recipient based on the status of the recipient in the sales process.

9. A method according to claim 8 further comprising: - assigning an average deal size and a cost for the marketing campaign; and - calculating an aggregate return on investment based on the probability of sale for each recipient.

10. A method according to claim 7 further comprising: - delivering additional customised marketing content to the recipient at one or more predetermined times based on the status of the recipient in the sales process.

11. A method according to claim 10 wherein the recipient profile includes an indication of preferred media delivery channel and the media delivery channel used to deliver content to the recipient is determined by the preferred media delivery channel.

12. A method according to claim any proceeding claim further comprising: - providing a mechanism to control marketing budget for one or more delivery channels.

13. A method according to claim 12 wherein a vendor controls the marketing budget. 23

14. A method according to claim any proceeding claim wherein the marketing media channels include one or more of: (i) direct mail; (ii) electronic mail; (iii) telemarketing; (iv) direct selling; and (v) search engine marketing.

15. A system for multi-channel marketing, comprising a processor and associated memory device storing a series of instructions to cause the processor to carry out a method according to any one of claims I to 14.

16. Computer software for use in a system for multi-channel marketing, the system comprising a processor and associated memory device storing the computer software, the computer software including a series of instructions to cause the processor to carry out a method according to any one of claims I to 14.

17. A method of multi-channel marketing substantially as herein described with reference to the accompany description and drawings.

18. A system for multi-channel marketing substantially as herein described with reference to the accompany description and drawings.

19. Computer software for multi-channel marketing substantially as herein described with reference to the accompany description and drawings. 24