People interact with brands across multiple channels such as email, social media, and offline. Multichannel Marketing means delivering a cross-channel experience, including your email marketing, direct mail, and social media
communities to create an ongoing dialogue designed to drive customer action.
It is no surprise to you that because of the volume of marketing messages out there, people are increasingly numbed to your story. Booking a number of banner ads and hoping for the best won’t create the impact it once did.
Consumer behaviour has made multi-channel marketing a must, forcing your marketing department to extend the consumer viewing experience across screens—iPad, mobile, computer & TV. We have seen this mobile interaction ex
plode firsthand in the last four months on the website we manage: SKYROCKET
Nielsen found half of US consumers exposed to and ad on TV only recalled it. So now, when you add multiple screen exposure, including online, that percentage shifts another 48%.
We know the majority of B2B marketing may never see a TV screen. My interpretation of this data is that there needs to be a shift from short, snap campaigns to becoming a holistic, drip feed information source. Customers must experience you over a prolonged time. You must build trust while highlighting your conviction to serve them.
Social Media, for example, cannot be a stand-alone tactic. You must consider:
- What unique pieces of advice can you turn into an event or workshop or perhaps a ‘downloadable‘?
- Have you planned to capture those prospects into a web form for your email marketing list?
Image Credit: Mari_1008