Channel Juggling: How to Successfully Integrate Your Marketing Channels

Posted on 10/29/2014.


Multi-Channel Marketing

The term “multi-channel marketing” can cause some confusion, especially for business owners who aren’t marketing professionals. You’re probably already using a multi-channel approach, whether you realize it or not.

Multi-channel marketing is, put simply, using more than one channel to spread your marketing message. Examples of channels include television, radio, your business website, your social media profiles, and many, many more.

The differences in these channels mean you have to adjust your message to fit their format — a television spot, for example, doesn’t lend itself well to a radio ad, since you’re taking away the visual component.

But your message still has to be recognizable in order for customers to associate it with your brand. This is the part that can be a headache for business owners who just want to get the word out about their products.

That’s why we’ve put together this post to help you integrate your marketing channels. By embracing this approach, you’ll ensure that the new movers who receive your direct mail campaign will also recognize your brand message when they see it on TV or online.

But first:

Why use multi-channel marketing at all?

To give a very simple answer once more: The reason you need to embrace multi-channel marketing is because you need to be where your customers are. And, increasingly, customers are consuming information across multiple channels.

Even more importantly: According to marketing firm SAS, multichannel customers spend a whopping three to four times as much as single-channel customers.

So how do you start moving toward a successful multi-channel approach?

Plan Carefully.

It may sound obvious, but planning is crucial to properly integrating your marketing messages across channels.

You’ll need to choose which channels you’ll use, and what sorts of messages work best on each (such as short vs. long, whether to use photos and video, etc.). Think about ways you can make the messages familiar in these different formats, by using similar language and visual elements.

Sending out a new movers mail campaign? How will you support it on your social networks? Will you create a special landing page on your website for recipients, to reinforce your direct mail message?

It’s also crucial to know as much as you can about your target market, so you can make sure your message reaches the channels they frequent. That’s why your list — and the number of sources it’s pulled from — is so important, and why we at put such an emphasis on it.

Start Small and Build Your Approach

If you’re just getting started with bringing new channels into your marketing mix, you may want to add them one or two at a time. This can be as simple as adding your social media profile links to your direct mail piece, or a QR code that takes the customer to a landing page optimized to look like the direct mail piece.

From there, you can add channels as you learn more about where your customers spend their time. For example, if you find that many of your customers like to get email promotions, you can add email to your mix. Integrate it by using familiar taglines and/or graphical elements from your other channels.

Adopting a multi-channel marketing plan can seem a bit overwhelming. But by taking the time to plan your messaging on different platforms, you can prevent the headache and create a familiar brand image on all of your customers’ favorite channels.