Multichannel marketing – In The Good Ole Days
In the good old days, when it came to advertising, a company had
to only worry about how much it would cost to score a primetime slot on TV. But
in the last 10 years, companies have had to think about advertising their
products and services on search displays, social networks, mobile platforms,
blogs and other websites. Web strategies have become a huge part of the
advertising scene where TVs and newspapers aren’t the end-all anymore.
This changing arena has presented multichannel marketing teams
with a huge task, i.e. to make sense out of the seemingly daunting task of
advertising a product. As always, the big question is “How do you get a
customer to concentrate on your product and single it out when their attention
is being demanded by hordes of other products as well?”
The answer is simple. Enter Multichannel Marketing.
The reality is that all these new ways to interact are actually
great for businesses as well as the general public. But more information means
a more aware customer. They are more sophisticated. They will not
respond to only an email with text and some images trying to demand their
attention. Instead, customers want things that are more interactive and unique.
This is why customers are bound to react positively when
interacted with through various channels. Multichannel marketing ensures that
all of customer touch points are covered when marketing a product or service.
These include emails, social media, RSS, landing pages and a lot more,
integrated in a user friendly package, to put across a reliable and bespoke
Social Media Marketing can help marketers unlock a whole new
range of potential for viral marketing by tapping into the power of social
media marketing. Companies that include their social media addresses to their
emails or landing pages, they invite their customers to share their content on
social networks such as Face book, MySpace, LinkedIn and Twitter. This not only
helps their message get across to a wider audience, but also showcases their “social
fame” when these customer recommend their brand to other millions of users.
Best of all, it is completely possible to track how successful these campaigns
are at spreading a company’s message.
Tracking also helps quickly identify influencers and brand loyalists
among the loyal customer base. Social media can help companies engage customer
like never before by combining the power and influence of email with the reach
of social networks.
Surveys are also an important aspect of a multichannel marketing
campaign. These are important because the more you know about your customers,
the better tuned you are to the products and services they really want. Surveys
make it easy to be in touch with existing and prospective customers and gain
insights regarding their expectations.
Similarly, landing pages and web forms are also important,
relevant parts of advertising campaigns. These play an integral role in
personalization for customers. Micro sites and landing pages are an economical
and easy way to increase campaign impact and deliver results that matter.