How media multi-tasking is helping brands resonate with their audiences
As the number of marketing opportunities and media outlets continues to grow, there is an increase in companies needing to adopt a multi-channel campaign (MCC) approach. However, before adopting this, it is essential you determine what it is you seek to gain from the marketing campaign and which channels are the most appropriate to use.
The most important aspect of MCCs is that they are customer-centric. It’s about placing the information somewhere the customer wants to see it. Whether it is an email campaign, blog or social media update, it is important to determine where most of your business is coming from and what can be done to increase the level of interest stemming from it.
Here are a few things to bear in mind when planning your multi-channel campaign:
There are many different channels to be used to get your company in front of your customers.
Your message is your linchpin
The main message of the campaign should be apparent in all materials and should be defined early on to ensure that it’s clearly communicated at each stage. If the channel makes it difficult to communicate your message, then it’s likely that the channel is not suitable for your campaign aims.
What your message communicates will depend on what you are trying to achieve with the campaign. Whether it is to increase brand awareness, generate ticket sales to an event or launch a new product, define it in a sentence and use it as your message.
It’s not just one thing
Never rely solely on social media, or on your offline marketing; a multichannel approach is guaranteed to catch you a larger audience. Ideally, offline and online communications should not be seen as separate entities but as ways of complementing each other. For instance, you can use social media to promote your offline event and then whilst hosting, you can use social media hashtags to engage with your online audience.
Customers are getting information and shopping across all channels, both online and offline, so engaging them through multiple channels allows for constant exposure and reminders. Having a plan and a timeline allows for successful implementation during each step of the campaign and allows you to recognise potential customers who come across the brand at different times.
Don’t do novelty for novelty’s sake
It is important to determine whether the latest trend can actually help your business or whether will hinder your company reputation. Sometimes it can feel like a concept has been ‘tacked’ onto the campaign and as a result you can lose credibility. An example of this would be the trend of QR codes which never met its expectations and could be argued as not being properly implemented. Each social media channel requires a slightly different approach and new upcoming sites need to be properly analysed and understood. You will need to know the longevity and/or relevance of a trend, and which channel it is suited to before you associate your brand with it. Again, your main message should help determine this.
Find the aspect that makes you identifiable and use it throughout your campaign.
Trends do not just apply to online media though; it also applies to your offline communications. There are constant developments and new ideas urging you to create something different such as intriguing business card designs, or placing a video in unexpected place (e.g. magazines). If it puts your company in front of the right audiences and links with your brand image then they are worth exploring, but don’t invest in a hit and miss trend just for the sake of conformity. Ensure your brand is standing out from the crowd.
Learn the reasons behind the statistics
‘Lots of data, but little information’ is a common phrase, referring to how it’s easy to accumulate lots of statistics about the company and their customers, but it is not as easy to make use of them. It’s important to analyse the data to see if there are any trends behind them, gaining information and working out potential reasons for aspects being more or less successful than others.
Follow up the leads and make those conversions
Once a lead has been identified, make use of the other channels to help support the conversion of them into a sale. Whether it is following or liking on social media (if a Business Customer), referring them to other supporting materials or arranging follow-up emails and calls, find a way to maintain their interest and influence them to make a purchase.
It is important to strike a balance in your communications to avoid bombarding them, as this could cause them to turn away. By not engaging in consistent levels of interaction, you may cause them to feel as if they have been forgotten about. A good tip is to create a grid identifying who your leads are, their potential sales opportunity and what communications they have already received. This can assist with striking that right balance in your marketing.
As your campaign continues you will start to learn what your customers’ preferences are and how you can adapt them to increase brand retention and loyalty. By engaging with your customers and adapting to their needs you can make them feel more appreciated, leading to them recommending your company to others, increasing brand awareness, and instigating business growth.
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