There are numerous different channels and choices for companies to talk with customers, but those that are right for you personally, and how come a multi-channel strategy better than the usual multiple channel strategy?
It would appear that each month there is a fresh channel of possibility to communicate along with your customer. With the different alternatives, so how exactly does a business select which one(s) are right for his or her business, and how do you put a method together to increase the effectiveness?
First, you can find way too many channels to examine each one, but there is an understanding that may be placed on each that ought to be تردد قناة الشرق part of your general Marketing and Channel Strategy. The important factors are: what are you trying to say, how you want to be perceived, who is the customer that you will be looking to achieve, and when in case 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 extremely important as you move to select different channels to promote 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 networks (Facebook, YouTube, Twitter, etc.) that derive from creating awareness of one’s product or service, driving the customer to the procurement phase with a consistent message across channels, and most importantly using the different channels to fit each other, as well as maximizing the different channels value-added proposition to align the message and engage the customer. This type of marketing opens the doors to different formats to activate a prospective customer using a consistent message with the understanding that the strength of a multi-channel strategy is only just like its weakest link, thus no channel must certanly be engaged independently. The focus is on communications with the data that customers jump across channels to acquire information, and that not one channel could be the panacea, but by selecting targeted channels with messages that complement each other your potential for moving that customer to the procurement phase increases exponentially.
Additionally, each channel must certanly be supported by analysis in relation to return on the investment for that channel. Though measurements will be different per channel predicated on its type of communications, this is a critical step as you move forward with additional communications while determining which channels offer you the best value and opportunity for connecting along 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 give attention to creating a targeted message that maximizes the value of the different channels. You are not utilizing what the new channels of communications bring to the table in relation to engaging customers on the terms.
It is essential to consider that the customer selects the channel and format that they like to use, so it is critical to determine 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 brand, product, or service promise, thus you can focus what are you trying to say, how you want to be perceived, who is the customer that you will be looking to achieve, and when in case you engage certain channels.
Let us have a look at a some of the different channels and how they complement each other within a Multi-Channel Strategy. Example: I was hired to produce awareness for a really exclusive event that will be attended by numerous prominent figures in a spot that is not readily accessible to all or any prospective customers. With this example, I set up 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 specific group of channels for my Multi-Channel Strategy is that I understand my customer base in relation to which channels that they use, thus I am ready to produce the entire strategy to be layered onto the select channels with designated timing for each.
With a lot of lead time, I’ll send out 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 event knowing the dynamics of email versus direct mail. Additionally, I begins 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 solid following to ensure the pre-message reaches the right audience; that is critical when managing your investment with time and money to increase your return by working together with only progressive, prominent websites that have a robust Internet Presence. The message is going to be consistent, and is going to be channel specific in nature to produce enough interest that the customer will delve into additional channels for more information. With respect to the event, there could be prior experiences I really could give people via Facebook or YouTube that could be launched simultaneously with the direct mail and/or email blasts.
Timing on this task varies by product, usage of information, and the capacity to manage the message to generally meet your requirements, thus if there is inadequate streaming video available to fit my message then I’ll wait until after the event when I may have the communications to generally meet my needs. If the data is not available or doesn’t complement my overall Multi-Channel Strategy then it is way better to wait on this task and not engage it really because everybody else is using streaming video. Control of everything you say and once you say it is still in your hands whilst the medium of preference is controlled by the customer, so utilize Multi-Channel Strategy to its maximum and control the process.
So, where does something like Twitter enter into play, well I’ll put it to use to drum up excitement for the event because it draws near, but remember that Twitter is a dynamic communication tool that is only just like its last Tweet. This can be a powerful communications tool to use during the event to draw in customers from the controlled direct mail, email blasts, and website communications have been incapable of attend. After the event, I’ll start using a new round of direct mail and email blasts to fit 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 want to communicate against your customer base layered on top of the Multi-Channel Strategy you can then create a discrete message that is aligned to your customer per channel.