Multichannel marketing and why you need it.

In marketing, it’s not what you do, it’s what your target audience sees you do that determines your marketing’s effectiveness. Often, in our initial discovery meetings, our clients say they already do multichannel marketing. While this may be true, we like to dig a little deeper. What marketing channels are they using? What target are they designed to reach? Do their other channels reach the same target? How many of their targeted consumers or businesses receive exposure to a brand message across more than one channel? You see where this is going. Multichannel marketing is the strategy of having each of your target prospects receive exposure to your brand’s messaging across multiple platforms.They receive a direct mailer, they see your display ads on, they see your ad in their favorite magazine, they see a brand video ad on their social media feed or before a YouTube video. It is about your brand reaching them in many mediums, with a consistent message, the voice, and presentation. While this concept is super simple to explain, it’s not so easy to execute. Figuring out who your target audience is, what content they are consuming (fancy way of saying what they watch, read, or see) and what channels are available to reach them requires understanding exactly how these channels overlap and interact with your audience and with each other. See: All marketing should start with defining your target. The power of multichannel is rooted in building a strong perceived strength, quality, and top of mind awareness about your company’s products or services. When potential clients read about, hear about, and see your brand across different channels, your brand achieves the Holy Grail of messaging effectiveness – “Mind Share”. Classic single channel marketing works, true multichannel marketing multiplies, creating an impact that is far greater than the sum of the parts, separating your brand from the competition, and cleaving out a unique space in your audiences’ mind. Need expert help in evaluating your sales funnel?

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