There are many different channels and alternatives for companies to talk with customers, but those are right for you personally, and exactly why is a multi-channel strategy better than a multiple channel strategy?
It would appear that each month there is a brand new channel of possibility to communicate together with your customer. With all the current different alternatives, how does a business select which one(s) are right for their business, and how do you put a technique together to increase the effectiveness?
First, there are way too many channels to examine every one, but there is a knowledge that can be applied to each that should be تردد قناة الشرق part of your overall Marketing and Channel Strategy. The important factors are: what are you currently attempting to say, how you intend to be perceived, who’s the consumer that you are looking to reach, and when in case you engage certain channels.
Before I address these questions, let us go through the difference between a multi-channel and a multiple channel strategy. Understanding the difference will soon be essential as you go on to select different channels to market 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 one’s product or service, driving the consumer to the procurement phase with a regular message across channels, and most of all using the different channels to complement each other, as well as maximizing the various channels value-added proposition to align the message and engage the customer. This form of marketing opens the doors to different formats to engage a prospective customer using a regular message with the understanding that the strength of a multi-channel strategy is just like its weakest link, thus no channel must certanly be engaged independently. The focus is on communications with the knowledge that customers jump across channels to obtain information, and that no channel will be the panacea, but by selecting targeted channels with messages that complement each other your chance of moving that customer to the procurement phase increases exponentially.
Furthermore, each channel must certanly be supported by analysis in terms of return on the investment for that channel. Though measurements will be different per channel centered on its form of communications, this is a critical step as you move forward with additional communications while determining which channels give you the best value and opportunity to connect together with your customer.
Multiple Channel Strategy is typified by the word 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 worth of the various channels. You’re not utilizing what the new channels of communications bring to the table in terms of engaging customers on their terms.
It is essential to keep in mind that the consumer selects the channel and format they like to utilize, so it is 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’re aligning the customer’s characteristics and communications format with a brandname, product, or service promise, thus you can focus what are you currently attempting to say, how you intend to be perceived, who’s the consumer that you are looking to reach, and when in case you engage certain channels.
Let us take a peek at a few of the different channels and how they complement each other in just a Multi-Channel Strategy. Example: I was hired to generate awareness for a very exclusive event which will be attended by numerous prominent figures in a location that’s not readily accessible to all prospective customers. With this example, I setup a Multi-Channel Strategy using direct mail, email blasts, select website communications (highly positioned and prominent websites only), Twitter, Facebook, and YouTube. The reason why I selected this specific band of channels for my Multi-Channel Strategy is that I am aware my customer base in terms of which channels they use, thus I’m in a position to generate the entire strategy to be layered onto the select channels with designated timing for each.
With lots of lead time, I’ll distribute direct mail to start the word-of-mouth going on the event. Next, I’ll engage select email blasts closer to the timing of the big event knowing the dynamics of email versus direct mail. Furthermore, I will become the buzz going online by engaging complementary websites that hold a prominent position and high ranking within the major search engines as well as have a powerful following to make sure that the pre-message reaches the proper audience; that is critical when managing your investment in time and money to increase your return by working together with only progressive, prominent websites that have a strong Internet Presence. The message will soon be consistent, and will soon be channel specific in nature to generate enough interest that the consumer will delve into additional channels for more information. With regards to the event, there may 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, usage of information, and the ability to manage the message to generally meet your requirements, thus if there is insufficient streaming video available to complement my message then I’ll wait until after the big event when I will have the communications to generally meet my needs. If the data is unavailable or doesn’t complement my overall Multi-Channel Strategy then it is way better to hold back on this and not engage it really because everyone else is using streaming video. Control of what you say and whenever you say it is still in the hands whilst the medium of preference is controlled by the consumer, so utilize Multi-Channel Strategy to its maximum and control the process.
So, where does a tool like Twitter come right into play, well I’ll put it to use to drum up excitement for the big event since it draws near, but remember that Twitter is a vibrant communication tool that’s only just like its last Tweet. This can be a powerful communications tool to utilize during the big event to draw in customers from the controlled direct mail, email blasts, and website communications who have been not able to attend. After the big event, I’ll start using a new round of direct mail and email blasts to complement the online streaming video postings in Facebook and YouTube as I build towards future events.
This was a simplistic example, but if you draft the entire message that you intend to communicate against your customer base layered on the top of Multi-Channel Strategy then you’re able to develop a discrete message that’s aligned to your customer per channel.