You have a great amount of power thanks to the high quantity of digital media channels available today. They allow you to interact with your clients where they hang out every day. From there you are able to acquire new leads, retain current customers, and expand your brand. Never has it been easier to nurture markets and engage communities by connecting with them on their level.
By offering you audience choices by which to interact with you via emerging digital media platforms, you can tremendously increase your opportunities to connect with them.
A Golden Opportunity: The Good News and the Bad
Digital multi-channel marketing is a double edged sword. Like we said, it has never been easier to market your brand to prospects. Yet it is also extraordinarily challenging to maintain the many different plates you must be spinning to run successful digital marketing campaigns. Leveraging the multi-channel marketing via email, social, mobile, and web is both your biggest challenge and easiest endeavour.
Marketing today is easier because cost barriers of entry have come crashing down. Thanks to advancements in technology, getting your message out have never been easier or cost effective. Think about it – sending out emails is much cheaper and simpler than sending snail mailers. And that’s just one example – think about what you could be spending on billboards, newspaper ads, white pages ads…it can be exhausting.
Additionally, there are a great variety of channels for prospects and customers to engage in, providing more ways for you to personally (at least seemingly so) interact with customers than ever before. The number and variety of channels have increased at such rapid speeds, and expert marketers are constantly thrilled with new ways to get a hold of prospects for the benefit of clients.
Why more difficult?
While we never want to bring you bad news, we’re going to. Marketers are presented with more challenges in the digital age as well. The result of having so many options available also presents the special challenge of creating a consistent customer experience across all channels. This was not nearly as much of a problem when channels were down to less than 5. The digital world is more complex, multi-dimensional and fragmented than the billboard and brick-and-mortar worlds, with engagement solutions that are expected to be fast, personal, and interactive.
What can I do?
The key to running a powerful digital media campaign is to understand and maintain a focused view of your dynamically changing customer across all channels. Who is your ideal customer? Establish a solid foundation by knowing who your audience is and what they want to hear. From there, build out the process by which you will integrate all that gloriously varied technology to support the delivery your message.
Like we said before, the biggest challenges are:
Maintaining a consistent brand voice across all channels.
Using them! Successful implementation requires highly orchestrated campaigns. That’s right, you are now a marketing composer with many pieces that need to move fluidly together.
With thoughtfully targeted messages to the right audiences via the channels they want to hear it – you’ll be on your way to proving to customers your brand is meaningful and trustworthy.
Simplicity is Key: Information Consolidation
If you don’t get it yet maybe you will now – digital channel management is a complex undertaking. If not executed properly, you could be in danger of sending conflicting messages toward a single customer, undermining all of your efforts. Imagine the poor customer who receives one offer from your Yelp campaign, only to receive an email offering something completely different. If the messages and offers are not coordinated, the confusion that can ensue will almost certainly lose you business. The result is an inconsistent, if not contradictory, communications effort.
Be the savvy marketer. Constantly integrate clarity as one of the main objectives in developing a cohesive multi-channel strategy framework.
By the Way: Multi-channel Customers Are Crazy Profitable
Get this – on average, multichannel customers spend 3-4x more than single channel customers. Why? These are your savviest customers who know what they want. They are much more informed than other customers because they do their research before making buying decisions. This makes them more likely to be more actively engaged in the buying process, and less likely to suffer from buyer’s remorse – because they found exactly what they want.
Not convinced? Here are more benefits that come from creating an automated, sustainable delivery platform:
• Reduced costs-per-action
• Higher customer conversions
• Comprehensive customer data across the entire media mix
Now bear in mind that not all channels are created equally. Determine the relative value of each channel as it relates to driving profits can help companies determine where they need to lean their heaviest marketing efforts. This can be done by leveraging newer technologies which allow for accurate measurement across channels to see what is working – and what is flopping.
Vary your marketing strategy by utilizing the fantastic new and varied channels there are available to you. Having an integrated multi-channel marketing campaign will create and nurture connections online. This is essential for the growth of organizations in today’s ultra-connect culture for the simple reason that you must meet your customers right where they are – online.