Full RSS Feed
Receive
the Free CMSWire NewsletterConsumers are moving faster than organizations can handle, and just about every area of business technology is feeling the burn. In the world of multi-channel marketing, disparate and siloed systems have led to inconsistent branding and disconnected marketing offers across channels. Avoid the gaps by following these 5 tips:
1. Create a Consistent Brand Message
A brand is a commitment to provide consistent product performance and a repeatable level of service. Think about it: The world's biggest brands, such as Apple, Coca-Cola and McDonald’s, are models of consistency. You know what you're going to get because you've gotten the same thing for as far back as you can remember.
The growing number of channels for media consumption highlight the importance of a consistent message by making it easier for marketers to slip up— and boy, do they. According to a November 2010 report for Aberdeen Group titled The Roadmap from Multi-Channel to Cross-Channel Retailing: The True ROI of Unified Customer Experience, only 32% of respondents could execute a unified promotional plan for all marketing channels.
"With all of these channels (some of which are out of your control), it’s important to monitor them closely. Economies of scale hold true here, as a single unified communication can be “published” on multiple social platforms." said Pete Iuvara of mindSHIFT Technologies. "Companies should leverage the viral nature of publishing content through their websites and out through the social web. Online interactions create engagement and engagements create relationships. Through these relationships is where trust is built, and conversely brand loyalty and awareness."
2. Invest in Emerging Channels
Successful marketing means bringing your "A" game to present channels as well as future ones. For example, Neo@Ogilvy is a digital media agency and division of OgilvyOne that serves some of the biggest clients in the world: IBM, American Express, Cisco and Allstate. Part of their strategy goes like this:
We invest in all emerging channels that match the business goals.
Those who want to be successful in digital marketing both now and in the future would be well advised to gather experience with emerging channels, make targeted investments in innovative technologies, and develop new concepts for the future of marketing today.
Doing so responds directly to the rise of social media, which, as we all well know by now, has shown no sign of slowing.
3. Develop a Unified Marketing Approach
Don't get it twisted— a unified marketing approach isn't just another way to promote a consistent brand message. Michael Kogon, CEO of Definition 6, puts it like this:
…a unified approach will look to deliver "one experience" for the consumer. That can mean very different tactics for each platform including online/website, mobile and traditional marketing efforts. It becomes less about managing a brand/client and more about guiding. The world is not a static environment and in order to communicate a brand's message with its core audience, it will need to be able to create true connections while people are in a constant state of motion.
Continue reading this article:
Email It
