How to Manage Your First Multi Channel Marketing Strategy
Multi channel marketing strategy
We live in modern times where things are changing fast and for businesses that cannot keep up with technology, this can mean lower and lower revenues or even bankruptcy. The same rules apply to marketing strategies. In this modern era, classic marketing is no longer enough to satisfy the demands of our digital society. You can no longer reach all of your potential clients solely through mass marketing as the use of digital channels continues to increase.
You might think that migrating your printed marketing campaigns to digital channels might be the solution, well, that’s not always the case. To conduct a successful marketing campaign you need to target your audience via multiple platforms with personalised messages, while maintaining brand consistency across all communication channels.
You have to analyse each sector separately and decide what the best solution is for your campaign. The most commonly used channels are: SMS, SOCIAL MEDIA, E-MAIL, PRINT and WEBSITES.
By distributing personalised marketing content across all of these channels, your product or service will have the highest chance of success.
Although the means might be different, the same old marketing principles are still applying. You should always start your campaign with a SWOT (strengths, weaknesses, opportunities and threats) analysis. This will give you a head start when implementing your multi channel marketing strategy as you will already know what the strengths and weaknesses of your products or services are and how to approach your potential clients. To conduct a SWOT analysis you should take into account the following:
- STRENGTHS : characteristics of your product or service that give you an edge over the competitors
- WEAKNESSES: characteristics of your product or service that might be a disadvantage when compared to the ones of the competitors
- OPPORTUNITIES: elements that you could exploit to improve your marketing campaign
- THREATS: elements that might adversely affect your marketing campaign
After you’ve completed your SWOT, it’s time to shape your multi channel marketing campaign
This is the hardest and the most important part. Your marketing plan should contain a description of the product or service that you’re trying to sell, including its special features and what differentiates it from other similar products. It should also include the budget. How much money are you willing to invest in the campaign and what is the expected return on investment? You should also detail the pricing strategy and your market segmentation plan.
What do you want your campaign to look like? I’m not only talking about images but also the content in general. After you’ve completed this step your campaign should already be taking shape, at least on paper.
Go back and review your previous steps and see how they go hand in hand. If your objective is attainable you can skip to step 5.
If you have identified any weaknesses in your campaign, you should tweak it in order to correct them.
The long awaited moment is now here; you can now proceed and launch your marketing campaign. This is not the final step though, this is merely the beginning. After you’ve launched your campaign you should spend the time and resources identifying key success points and draw conclusions based on findings from any of your previous campaigns. At this point you should be forming a good idea on how to approach your potential clients, what works and what doesn’t.
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