There are many different channels and choices for companies to connect to customers, but those that are right for you personally, and why is a multi-channel strategy better than the usual multiple channel strategy?
It appears that on a monthly basis there is a new channel of opportunity to communicate along with your customer. With all the different choices, so how exactly does a business select which one(s) are right for their business, and how do you put a method together to increase the effectiveness?
First, there are so many channels to examine each one, but there is an understanding which can be placed on each that should be تردد قناة الشرق an integral part of your current Marketing and Channel Strategy. The important factors are: what have you been trying to say, how you intend to be perceived, who is the client that you are looking to reach, and when should you engage certain channels.
Before I address these questions, let’s consider the difference between a multi-channel and a multiple channel strategy. Understanding the difference is going to be very important as you go on to select different channels to advertise your message, sell your products, and connect your brand with prospective consumers.
Multi-channel strategy involves selecting channels (ex. print, direct mail, television, online media, social support systems (Facebook, YouTube, Twitter, etc.) that are based on creating awareness of your product or service, driving the client to the procurement phase with a steady message across channels, and most importantly using the different channels to fit one another, in addition to maximizing the different channels value-added proposition to align the message and engage the customer. This kind of marketing opens the doors to different formats to engage a prospective customer using a steady message with the understanding that the strength of a multi-channel strategy is as good as its weakest link, thus no channel must be engaged independently. The focus is on communications with the knowledge that customers jump across channels to acquire information, and that no single channel could be the panacea, but by selecting targeted channels with messages that complement one another your possibility of moving that customer to the procurement phase increases exponentially.
In addition, each channel must be supported by analysis in terms of return on the investment for that channel. Though measurements will change per channel based on its kind of communications, this is a critical step as you progress with additional communications while determining which channels give you the very best value and opportunity to get in touch along with your customer.
Multiple Channel Strategy is typified by the definition of 3E’s (Everything to Everybody Everywhere). This can be a scattergun approach where you shoot nuggets of information across numerous channels, but there is no concentrate on creating a targeted message that maximizes the worthiness of the different channels. You are not utilizing what the brand new channels of communications bring to the table in terms of engaging customers on their terms.
It is important to consider that the client selects the channel and format that they like to use, so it’s critical to find out which channels the customers use and engage them on the customer’s terms, not Everything to Everybody Everywhere.
The major difference between Multi-Channel and Multiple Channels is that with a Multi-Channel Strategy you are aligning the customer’s characteristics and communications format with a brand, product, or service promise, thus you are able to focus what have you been trying to say, how you intend to be perceived, who is the client that you are looking to reach, and when should you engage certain channels.
Let us have a look at a few of the different channels and how they complement one another in just a Multi-Channel Strategy. Example: I was hired to produce awareness for an extremely exclusive event that will be attended by numerous prominent figures in a spot that’s not readily accessible to any or all prospective customers. For this example, I create a Multi-Channel Strategy using direct mail, email blasts, select website communications (highly positioned and prominent websites only), Twitter, Facebook, and YouTube. The reason I selected this unique group of channels for my Multi-Channel Strategy is that I understand my customer base in terms of which channels that they use, thus I’m ready to produce the general strategy to be layered onto the select channels with designated timing for each.
With a lot of lead time, I will distribute direct mail to start the word-of-mouth going on the event. Next, I will engage select email blasts nearer to the timing of the function knowing the dynamics of email versus direct mail. In addition, I will start the buzz going online by engaging complementary websites that hold a prominent position and high ranking within the major search engines in addition to have a strong following to ensure the pre-message reaches the right audience; that is critical when managing your investment in time and money to increase your return by dealing with only progressive, prominent websites which have a strong Internet Presence. The message is going to be consistent, and is going to be channel specific in nature to produce enough interest that the client will delve into additional channels for more information. With respect to the event, there could be prior experiences I possibly could share with people via Facebook or YouTube that may be launched simultaneously with the direct mail and/or email blasts.
Timing on this varies by product, use of information, and the capability to manage the message to meet your preferences, thus when there is insufficient streaming video available to fit my message then I will wait until after the function when I can have the communications to meet my needs. If the info is not available or does not complement my overall Multi-Channel Strategy then it is much better to attend on this and not engage it really because everyone is using streaming video. Control of what you say and when you say it is still in the hands as the medium of choice is controlled by the client, so make use of the Multi-Channel Strategy to its maximum and control the process.
So, where does an instrument like Twitter come right into play, well I will put it to use to drum up excitement for the function because it draws near, but understand that Twitter is a vibrant communication tool that’s only as good as its last Tweet. This can be a powerful communications tool to use during the function to draw in customers from the controlled direct mail, email blasts, and website communications have been not able to attend. After the function, I will utilize a new round of direct mail and email blasts to fit the web streaming video postings in Facebook and YouTube as I build towards future events.
This is a simplistic example, but when you draft the general message that you intend to communicate against your customer base layered on top of the Multi-Channel Strategy then you’re able to create a discrete message that’s aligned to your customer per channel.