With each passing year, marketers gain access to a wealth of new tools to use in their campaigns, reaching out to audiences with greater accuracy, speed and automation. A growing diversity of communication channels is one of the hallmarks of this changing landscape, and it’s not uncommon for a marketing department to be operating five or six different avenues simultaneously to ensure maximal outreach and exposure of its message.
“Reach out to audiences with greater accuracy, speed and automation.”
Still, there is a right and wrong way to handle multi-channel campaigns, and organizations that comprehend the best practices of these complex marketing strategies will be much better suited for success than their underprepared counterparts. To help marketers gain mastery of the multi-channel ideal, here are a few defining features of the approach, and some tips from industry leaders.
All the right channels
Above all, a winning multi-channel strategy has to be constructed with the right components, and this means selecting the most popular, yet effective, channels available in the digital world today. An article from Entrepreneur recommended that instead of taking a broad-strokes approach to channel selection, a brand should identify which methods its audiences would respond to most favorably, using tests and market research reports. The source also suggested referencing industry influencers and utilizing software platforms that track the impact of certain channels compared to others.
It’s also important for a brand to make its multi-channel functionality well known to its audiences, as this will intrigue many customers with a unique and novel approach to communication. Ultimately, audience members will realize for themselves that multi-channel is indeed a more streamlined and effective method of marketing, and they won’t want to return to the competition.
While any deep-pocketed marketing department can invest in the trendiest channels to put its brand on the map, consumers expect a bit more from companies in the digital age. As an article from Forbes pointed out, this expectation can be summed up as “a seamless experience,regardless of channel or device,” one that remains “consistent and complementary,” regardless of the individual’s position in the customer journey. This ability to build a fluid, individualized message from one channel to the next is the essence of next-gen marketing and must be a top priority for brand strategists everywhere.