• Call or Text*
  • 1-888-707-3030
  • 6 AM - 6 PM Pacific (Weekdays)
    8 AM - 4 PM Pacific (Weekend)

Trumpia Blog

A Journey to Intelligent Messaging

Get the Latest News & Updates

Balancing Your Multi-Channel Marketing Campaign for Maximum Success

Posted by Trumpia on Oct 05, 2011


Conducting an orchestrated multi-channel marketing campaign is kind of like creating balance in your life. As Robert Fulghum proposes in his famous guide for global leadership, All I Really Need to Know I Learned in Kindergarten, we as humans each need to “live a balanced life -- learn some and think some and draw and paint and sing and dance and play and work every day some.”

So I took him up on his challenge, which calls upon his readers to apply his tips to their own world. Then I translated this philosophy into more sophisticated marketing terms and thought about it in the context of some of the companies for which I’ve created some pretty successful marketing campaigns. I definitely am able to draw a parallel between living a balanced life and integrating traditional advertising with new media channels like SMS and MMS text, email, IM, voice broadcast and social media networking sites.

Using only one channel like email to send out your message will likely alienate at least some your audience. The truth is that the downfall of a company’s marketing programs can often be linked to not considering the collective value each channel. Companies who rely on a single channel versus launching a coordinated effort are likely to set themselves up for disappointing results.

Here are a few best practices that can help you start to create balance in your marketing strategy and well-position your campaigns for the best chance of success.

Customize a Message that Can Adapt to a Variety of Channels: Think about your audience when planning each campaign. If you consider your target markets and their demographics, you just might find that you’ll need to tailor your message to optimize its reach across a variety of channels. Your text message might highlight your offer for busy professionals who have no time to read emails or the younger crowd who use text as their communication lifeline. But you don’t want to forget the people who have come to rely on your emails to keep abreast of the next upcoming events. And you won’t want to neglect the opportunity to connect with Facebook fans that can quickly spread the word about your company.

Don’t Fall Into a Social Media Silo: Sites like Facebook and Twitter offer a great way to quickly reach your customer. But with news feeds that stream in real-time, these sites not only require that you post multiple times daily, they also assume that your customer will be consistently monitoring all of your posts. It’s not always a good bet that people will be able to find the information about your next promotion, sale or event on your Facebook page. So you’ll want to complement at least some of your important Facebook and Twitter campaigns with mobile text reminders or updates – not to mention an email.

Have a Mobile Marketing Vision: As reported by a recent TechCrunch article, spending on mobile ads is expected to reach $1.23 billion this year, according to a revised estimate from eMarketer, which represents a 65 percent increase from 2010. The article goes on to say that this estimate is also slightly up from the $1.1 billion number eMarketer put out a year ago. The simple take away from this is that if you haven’t considered optimizing your site for the mobile web or leveraging SMS text and even banner and online advertising, you’ll want to think about putting a plan together for incorporating mobile strategies and tactics into the mix.

Let Customers Choose How They Access Your Information: In today’s highly fragmented marketing world, pushing your message out via any one channel and then expecting most of your audience to respond would be a scenario that only a kindergartner would deem realistic. Consumers now have a variety of touch points available to them. By not giving them the flexibility to reach out to you via the channel they prefer, you’re likely to lose some of them to your competitor. Letting customers reach you through their communication channel of choice will differentiate you in their eyes and help you win and keep their business.

At the end of the day, marketing is all about finding the best way to reach people and then persuading them to take action. That is why we here at Trumpia offer resources and training to help small businesses and large corporations achieve maximum success with smart, Multi-Channel Marketing strategies.

If I take Fulghum literally, I’m pretty sure that in this day and age, very few businesses make it a practice to break out the cookies and milk at about three o’clock in the afternoon. But when I think about this concept in a more metaphorical sense, I realize that maybe some who have executed successful cross-channel campaigns have done just that. Every gesture accrues to build a deeper level of customer engagement – much like inviting someone to sit down for straight-out-of-the-oven chocolate chip cookies with a tall glass of milk.

Topics: Multi-Channel Marketing

Talk to a Trumpia Expert Today!

Most Popular

Categories

View All

Follow Us

Check Out Our 5 Minute Demo

Watch It Now