A recent article by Accenture’s managing director stated, “When managed independently, single channels – even if executed superbly – have limited impact and provide just a slice of insight into consumer behavior, and it is a potentially misleading one given that consumers use a variety of channels. A true multichannel strategy integrates, leverages, measures and optimizes the unique properties and advantages of each channel. Consumer behaviors displayed on social networks, websites, mobile apps, emails and in stores should all be considered while prioritizing multichannel investments.”
The fact is, marketing channels have fragmented, splintering into a thousand potential touch points across online, mobile, television, print and out of home. Since consumers expect brands to be everywhere, brands are forced to meet that expectation. If a shopper is looking for information about Brand X laundry detergent on Facebook, Brand X had better be there – the consumer won’t care that Brand X’s marketing department simply hasn’t executed on that channel just yet, and they’re likely to move on to another brand.
To keep your brand top of mind across this fractured landscape, there are three important considerations:
1. An integrated media mix model is key – and it needs to include all the channels that your customers access. If your customers are heavy gamers, make sure your message is present in mobile and online games. It’s also critical that your branding and messaging stays consistent across channels. Note that messaging may need to vary slightly from channel to channel, simply because users are in a different frame of mind as they consume different media. A consumer perusing Good Housekeeping will find your message during leisure time; the same consumer may actually be in the store when your mobile ad is accessed. Even within a single campaign, messaging needs to be appropriate to the channel.
2. Track, measure and optimize – you’ll never know how effective your campaigns are unless you’re measuring against your KPI’s. And of course, if something isn’t performing to expectations, continue to test and measure until you’re reaching or exceeding your goal. Yes, it seems elementary, but we all make assumptions about our marketing – and you know what they say about assumptions. Audience habits are changing quickly – it’s better to test your assumptions than waste marketing dollars going with them. There’s a balance between data and intuition; finding it is key.
3. Go big or go home – rather than diluting efforts over time, make sure you’re investing sufficiently from day one. The sooner you hit critical mass, the sooner you’ll realize how effective your efforts really are. “Testing” a PPC ad, whether it’s on Google or on Facebook, is not going to give you enough data to determine effectiveness if you cap it at $10/day. CPG audiences are broad. It’s better to test $100 or more, if you can swing it, for a few weeks so you can really hit a tipping point with your data. At that point, you’ll know whether your fishing expedition has been effective.
Rely on a trustworthy marketing technology platform to track your campaign results and manage your optimization efforts. Multi-channel success is achievable with the right strategy and a solid tool set.