Tag Archives: Digital Strategy

Why multi-channel marketing matters in a digital world?

I was invited by one of Digital Print Management’s suppliers, to visit Google HQ in London recently to experience google’s  ‘Drive for work” which is superseding google apps for work. content personalisation

The purpose behind google’s re-positioning of this product is to make it more personal, accessible and more mobile for organisations.

There were a number of key factors that came out of the conference:-

  • This year alone it is estimated that 1.2 billion smartphones will be in worldwide use
  • Mobile video will increase exponentially
  • Mobile e-commerce is set to go even more ballistic
  • Mobile responsive websites are key to customer engagement
  • Encrypted BYOD which I’ve talked about will be ever more prevalent in the workplace

During the day I was impressed by the various presentations and videos, an american powerhouse company delivering great content.

However, there was one thing that resonated with me during the day and that was the use of the word ‘digital’. A digital business, a digital culture, a digital brand.

According to Google, digital and mobile are key to the future success of any business.

Google put forward the scenario that companies and brands should be thinking in terms of being a ‘digital’ organisation or business.

A digital business involves creating digital content using a communications strategy across all channels to excite the consumer along his/her journey to purchasing.

Organisations no longer sell goods, or services or products they are delivering meaningful digital content, subliminal messages to awaken the customer across a variety of channels as a way of planting the seed for purchase or opening the customers eyes to a problem they didn’t know they had.

marketing content

I see a communications strategy looking something like this and should comprise of the following five components. This makes it easier to decide which and how many touch points you will use to deliver your content.

  1. a creative strategy – the ideas bit
  2. a media strategy – what media – print, social, video, TV, adverts (channels and platforms)
  3. content strategy – what are you going to talk about, what are you trying to tell/sell your audience
  4. a digital strategy – how do you deliver it and where
  5. a mobile strategy – having mobile responsive websites, being able to view content across multiple devices

None of the above will be successful if used in isolation and simply calling it a “communications strategy” is too big a deal to work with.

Successful digital companies embrace new trends and innovation comes out of the need to meet and go beyond customer expectations.

These companies are successful because they no longer perceive themselves as a maker or provider of X but have repositioned themselves as a digital company.iStock_000023887471Small

An organisation able to deliver their brand, content and marketing message digitally.

In google’s words Digital brand = Digital culture = Digital success I would add at the end of that =  multi-channel/media communications.

These companies are optimising digital platforms for marketing success.

Marketing in our digital world has changed. Advertisements in the major newspapers, leaflet drops in local and national newspapers, adverts on billboards and commercials on TV were how your brand and message was delivered in the past.

Whilst the above retains it’s place in the stratosphere getting noticed by your audience is increasingly more difficult.

How do you position yourself to be in the right place at the right time in front of the right people?

In my last post  I talked about how hybrid mail along with content marketing can be used in conjunction with digital marketing to deliver your marketing efforts.

content personalisation and printUsing a multi-channel strategy combining digital services with print to communicate the same message but delivered in different ways is an effective way of staying in front of your audience.

An organization that is responsive to customer needs and provides easy access to a variety of channels can differentiate itself in an otherwise crowded field.

Organisations that do create a seamless experience and integrate different forms of technology into its marketing effort can gain customer loyalty.

We’ve become an increasingly mobile workforce, 68% of adults in the UK access the internet on the go (Office of National Statistics) the statistics would appear to stack up. Looking at DPMs analytics clearly shows that more people visit us via some form of mobile device.

In our 24/7 connected world business owners are accessing information around the clock from multiple devices and locations.

Multi-channel communications are about delivering relevant and timely information to your customers in an engaging way giving them the opportunity to interact with you and your brand. It is impossible to predict which channel will be used when so making your content available on all channels is a must.

Being able to co-ordinate a print and digital campaign simultaneously is a great way of targeting your audience with personalised communications.

In my next post 5 tips for digital multi-channel marketing success.




How to engage your customers across multi-media channels

Customers are demanding faster and better information which has traditionally been delivered by direct sales and marketing planning.

Being able to interact with customers through multi-media channels is necessary for brands, companies and organisations to get their message out there by developing strong personal relationships with long term customers.multi-channel engagement

Creating a successful multi-media channel experience can seem beyond the capabilities of most organisations not only in time and internal resources but also cost and ROI.

Creating your own brand or imagery and being able to interact on a variety of multi-media channels is key to long term success.

A brand is not just the name of a business, a product or service it’s about establishing an emotional connection with the customer.

Your company or persona is more than just a company name on the top of your letter-heading it is about the identity of the people in your organisation and it’s personality.

The old adage that people buy people rings true. People buy your services based on emotion and the honesty they perceive in your brand or company.

By creating an identity and personality for your company the customers buying decision is easier because they are able to identify with the company, product, or service through association.

Increasing recognition by building an online presence are integral to making your brand and organisation credible.

content personalisation

How do I build my brand identity using multi-media channels?

Brand awareness is built through print media advertising, social media and multi-media channel touch points.

Whether you use the more traditional methods of marketing like direct mail, emailing, product launch events, blogs and video campaigns.content personalisation

Whatever strategies your business employs says a lot about you and the personality of the organisation or brand.

The key is making sure you stay in front of your audience so that when they are ready to buy they call or contact you.

Multi-media channel interaction is pretty much expected through all types of customer interactions including communication.

Customers want to be able to view documents on different media, from email, mobile, online and print depending on context and convenience.

This makes it impossible to predict which media channel will be used when, where and by whom, content has to be available on all platforms.

Organisations need to be transparent, honest and flexible so that the customer sees similar information on all media platforms this in turn creates consistency and continuity and creates familiarity which the prospective customer can identify with when they are ready to buy.

In the world of online, choice is easier for customers and an organisation that gives customers easy access to a variety of channels can differentiate itself. e-payslips

Knowing your audience and interpreting the data from the various multi-media channel touch points provides more opportunity to gather information about customers.

Complicated registration web forms which look more like A-level science questions than the simple sign up forms enable your customers to sign up and register easily without the customer being made to feel they are giving too much away and makes the process easier to collate information.

Using a sign up form that is connected to anyone of their social media accounts identifies the registrant with a social profile. They are more likely to enter their personal information onto an online registration form than offering it to a call centre.

By having that information available across all the platforms the organisation has more opportunities to capture the information making it more effective and usable when identifying niche audiences.

If an organisation can track how a customer is consuming information on what device and where, will make targeted marketing messages easier.

As long as all channels are communicating than a customer should only have to enter their data once.

Every social media channel has its own unique set of challenges but there are some best practices that should be observed:

  1. Be consistent, by this I mean any information, documentation and communication across all the multi-media channels should have the same imagery, look and feel so the customer is familiar with your brand or company.

  2. Creating a single document that has the same imagery, logos, branding like an online marketing piece, advert etc. make sure there is an individual strategy to deploy it across all channels. The message doesn’t have to be identical but it does need to relate to the other marketing messages on other channels.
  3. Provide a value-add on by making sure that at each touch point the customer can engage. Make an offer, provide useful information, offer a benefit.

  4. Security – consumers are well aware of issues of data security and misused information. They are also aware that to receive something they need to sign up or fill in a web form for accessibility. The customer wants to know how the information is collected and how it will be used so tell them. In return, the customer expects to receive value. They’ve parted with their personal details and expect something useful in return, in other words there has to be a benefit.
  5. Engagement on multi-media channel platforms requires commitment, time, money and resources. A clear defined strategy for each platform will help determine ROI and profitability.

  6. All stakeholders have to be involved in the overall strategy for future customer acquisition and retention with clearly defined marketing plans for each bit of communication across each platform.

Multi-media channel engagement is a long haul process, in much the same way as when you started promoting on social media platforms. A little bit like firing in the dark, until you can measure which platform works best for your audience.

It requires much needed thought and a set of measurable objectives – and an end plan, what is/are your main goal(s).

The most important aspect is to take into account the needs and expectations of your audience.

Setting key objectives will determine the success of your brand and organisation.