A few years ago the majority of brands concerned themselves with only a handful of social networks. Now, the likes of Instagram , Vine, Pinterest and Snapchat have joined the powerhouses that are Facebook, Twitter, YouTube and LinkedIn and established themselves as important marketing channels. But with so many channels available, which ones should we be using and how can we optimize our messaging to maximize impact?
An excellent report by 140 Proof and IPG Media Lab related findings from a survey of 500 online and mobile users ages 18-59. Ayaz Nanji wrote a nice article that summarized some of the key findings. In this post, I wanted go a step further from the conclusions in the original article and talk more about the implications for social marketing and selling. In this article I'll state 4 must have takeaways for all social media marketers, and 4 must have tips for marketing to customers who use multiple social media platforms.
Multi-channel marketing (sometimes called cross-channel or omni-channel marketing) is an exhausting concept that entails extensive planning and analyzing. It takes a full creative marketing team to implement a multi-channel marketing initiative, making it critical for everyone to be in agreement about your audience, messaging, branding and overall goals.
The most frequent question I receive from business entrepreneurs and corporate companies wanting to create brand awareness via the internet is, “What social media platform would be best for our company?” Think of social media as a gateway to great community and customer relations. Unfortunately, the tricky part of social media is that each platform has its own unique benefits and shortfalls.
With the rapid growth of digital consumption and what seems like daily proliferation of social media channels, marketers are faced with more choices than ever when considering how they want to reach the consumer. From their cell phone to the desktop to an in store visit, we are entering an omni-channel world, where consumers seek an omni-channel experience.
The multi-channel mix is a lot like snowflakes. No two multi-channel marketing efforts are exactly alike. While multi-channel campaigns have many of the same elements, they are often executed slightly differently as different companies weight the mix and channel utilization in different ways.