Getting the right channel for marketing is an important key part of your overall digital marketing plan. Consumers see massive amounts of information each day across every device they use. in your digital marketing activities, you will need to consider which channel will be best for your campaign.
Think about using more than one channel too and remember that it is important for a brand to have a consistent message. If a campaign is going to be delivered across a variety of channels, it is important that the message resonates across a variety of offline and online channels. Customers view the brand as a whole entity – whether they are in the shop, viewing the online store, or interacting with the brand on social media channels. Consistency across all different channels – online and offline – is vital to multi-channel success. A holistic view needs to be taken of all of your outbound and inbound channels.
You will need to consider these four points when choosing your channel:
- Who is going to see your digital marketing communications? You will want to connect with people that will either buy the product or respond to your communications the way you want them to
- Which channel receives information? Carry out research to see which social platforms your intended audience currently use to receive information and tailor your message to suit. Short or simple messages might be most effective across social media, long or complex communications may need a different channel to be the most effective.
- Calculate the cost of communicating this message across each channel. Channels such as TV will be expensive, and some publishers will charge considerably more than others. Social channels can be populated at little or no cost, depending whether you pay for promoted posts or use the free channels.
- Define what response is required from this communication. Do you want to engage, or surface influencers, or assess customer satisfaction for the product. Make sure all comments are responded to in accordance with your defined framework.
Advertising covers much more than social media advertising. If you think about apps that are delivered to Android, or Windows desktops, these apps can contain ads for your brand. In addition to traditional emails or SMS broadcasts, you could communicate through tablet apps or web sites, wearables, in-store kiosks, QR codes and RFID tags. Also consider partner or affiliate marketing – or use influencers to extend your coverage.
Create a list of suitable channels in your digital marketing playbook and compare the performance of each one. Make sure that each channel has a set of services that map to your overall plan. The channel might need to have tools for customer relationship management, order management, product management, and issue management. If these are standardised, then you can easily adopt any new marketing channel that comes online.