Multi-channel (or multi-touch) marketing is all about getting a message to your target audience using a combination of communication channels that, hopefully, work together in an effective integrated plan. In the digital realm, the most commonly used methods are email, social, paid search, mobile and content marketing via blogs and webinars. Since no single communication channel is 100% effective in reaching new and existing customers, it is important for businesses, big and small, to incorporate multi-channel digital marketing tactics into their overall marketing strategy.
But how do marketers decide which digital channels to participate in and how often? That’s the tricky part, as many struggle with finding the right balance and frequency. Rather than further fuel the debate over which channel has more value than others, instead let’s focus on four basic ingredients needed to make the most of your marketing efforts:
1) Goal Setting – Before charging down the path of creating a new campaign, determine what exactly it is that you want to accomplish. Generating leads? Building awareness? Creating new revenue? Whatever your goals may be, make sure they are clear so all involved can plan accordingly. As many of my peers have told me, invest with intention.
2) Consistency – Keeping your messages and branding consistent and understandable is vital in order to maximize the effectiveness and extend the reach of your campaigns. Since most of us have limited attention spans due to information overload and limited time available, marketers must understand the importance of simplifying the message and making it repeatable in order to reinforce its impact in the audience’s minds.
3) Testing, testing, 1-2-3 – Think you’ve found the winning formula for executing your marketing campaigns or believe that certain digital channels are not right for you? You may want to take a step back to rethink things. Experimenting with the different elements through A/B testing may help you come up with something more effective and meaningful, so don’t let conjecture and opinion guide your thought process.
4) Measurement – One of my former managers always used to say to me, “I don’t have any measurement so I don’t know if things are working or not.” This sometimes drove me crazy, not only because I am a very intuitive person by nature, but because he was right. Having measurement in place is essential when it comes to successfully tracking and evaluating activity, so use the tools best suited for each channel. Google Analytics is a good starting point to serve as hub for your integrated reporting, as you can create dashboards, track campaigns to determine which sources are most effective, etc. And as your needs grow, turning to a Distributed Marketing Platform (DMP) such as the one offered through Distribion, will help get better insight through a larger aggregated data set, and make better, more informed decisions.
Remember, what determines the success or failure of your multi-channel digital marketing efforts is how your target audience perceives them and if they decide to buy into the message. Monitor your KPIs to gauge whether you are hitting them with all channels and then adjust accordingly. Invest with intention. To learn more about Distribion’s platform helps do what matters most, Contact Us.
About the Author: Nathan Post is a brand and marketing communications leader who’s focused on implementing and managing a consistent brand perception across all touch points. Nathan spearheaded major branding and marketing initiatives from launching new products to repositioning existing business. Nathan rebranded a major sporting complex, the Bankers Life Fieldhouse, home of the NBA Indiana Pacers.
Nathan has a unique, well-rounded skills and experience in brand marketing, product marketing, and consumer insights with an in-depth understanding of all aspects of the marketing mix.