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All Marketers Should Be Multi-Channel Marketers




There are still a lot of businesses that conduct business as usual. They produce products as they always have (with updates here and there). They market their products the same way. They adopt the attitude that many failing organizations do which is “Well, we have always done it this way.”

Well, needless to say the emphasis on companies using that attitude would be on the wordfailing. Nothing is the same as it used to be. Sure there are things that marketers have always done and are still effective. Many big brands, for instance, still like to buy TV spots like they always have and have benefited from technology to help better understand the impact of that ad.

Where the “magic happens” (yes, I hate that phrase too but I went there) is when marketers truly align with their target’s behaviors. Look at this chart from data put together by Yahoo and Razorfish as reported by eMarketer.

If this kind of look into the new behavior of media consumers doesn’t make every marketer stand and look for the best way to capitalize on this trend then you may not want to be in this game. No longer can advertising on TV be considered something that will hold someone’s attention because so many messages are vying for it. If you are not providing content that supports that advertising in other places online then you are going to be left out in the Internet cold.

Let’s face it, less and less people are paying attention to just one thing these days. I am not saying that it’s good or bad. I’m just saying that it is what it is.

If you are not putting together multi-channel marketing programs that can catch each person where they are when they are interested in your offerings then you could find yourself on the business scrap heap sooner than later.

What are some multi-channel strategies that you use to ensure you are getting in front of your prospects and customers at the time they are looking for you and in the manner that they are looking for you? How do you measure and integrate these channels? This is an area that gets a lot of theoretical attention but I often wonder just how effectively companies are able to execute on these concepts?

Would you like to chime in with your ideas?

  • http://www.mediaspacesolutions.com Molly Carnicom

    I agree. Integrated Marketing Plans are essential to a brands success. You can never reach your full audience just using one medium. Encouraging advertisers to use traditional media in the integrated plan allows them to reach mass markets at once. Using a DR method would help track some of your mediums. Also, conducting group studies or hiring a third party can help you measure the results or your ad. Great post Frank!

  • http://admajoremblog.blogspot.com Steve Schildwachter

    Absolutely. Yes. Why don’t people plan channels in combination with one another?

    First, because somehow marketers learned to separate creative (message) from channels (media): http://admajoremblog.blogspot.com/2012/01/creative-media-comms-planning.html

    Second, because we don’t see the changing media landscape as consumers see and use it: http://admajoremblog.blogspot.com/2012/02/spider-charts-are-just-wrong.html

    Third, because most marketers and their agencies artificially silo the various channels: http://admajoremblog.blogspot.com/2011/06/marketing-silos.html

    Keep fighting the good fight of integration.

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