AdAge posted an article today featuring CBS CEO Les Moonves commenting why his network is a better fit for media buyers than digital media. One quote attributed to Moonves was: “If you need to reach a mass audience, you’re not going to get that online….We figured out you’d need to buy like 2 million spots on YouTube to equal one “NCIS.'”
Audience fragmentation is a truism in media today. 30 years ago, the Internet was not widely available and cable was in its infancy. The legacy broadcast networks, like CBS, commanded a much larger share of the audience. In the last 30 years (but especially in the most recent 15 years), we’ve seen a proliferation of media channels coming into play, forcing brands to be more aware of content distribution so as to reach their target audience. Brands need to be in multiple places for top of mind brand awareness and fostering the positive brand beliefs that ultimately lead to increased sales and revenue.
We realize that many of the brands that we interact with in our key industries set aside budget to advertise on TV. Each company has their own perspective and their own goals. Some see TV as a key fit based upon their goals and financial picture. TV and digital work best as an integrated function. A TV campaign can boost outcomes in the social media space, which is a key part of multi-channel marketing. Using print campaigns that are also aligned with messaging being used on TV is part of integrated, holistic marketing communications.
In all channels, what matters most is the content created. Without compelling content, brand created messaging on TV, in the social space, in email, on websites, video and in print is not going to cut it. But compelling content is really a prerequisite in marketing campaigns. Advanced marketing is dependent upon how well a brand uses the various channels. Multi-channel distributed marketing automation software is designed for the purpose of having more effective use of marketing channels. More effective use of marketing channels is usually measured by reduced cost, and increased customer acquisition and/or retention, which creates more revenue. The combination of more revenue and less cost is something that looks pretty on a financial statement.
How brands get those pretty achievements is intriguing. There are numerous feature functions within the platform, but lead evaluation through detailed tracking & reporting is one of the key features, as well as reducing the time sales people spend on creating customization within their marketing messaging. More effective use of sales time is a recipe for success.
The multi-channel mix is a lot like snowflakes. No two multi-channel marketing efforts are exactly alike. While multi-channel campaigns have many of the same elements, they are often executed slightly differently as different companies weight the mix and channel utilization in different ways. The best idea is to use multiple channels to get a compelling message out there that frames brand beliefs in a positive light, creating an inducement for consumer purchase.