The Four Pitfalls To Avoid With Multi-Channel Marketing

Casual business people working together at a co-working space sharing ideas and looking happy
SHARE
THIS



In this guest post, DPR&Co digital manager, Madeleine Kemp (image below), looks at the pitfalls of multi-channel marketing and how to avoid them.

Consumers today are spread across dozens of channels, using ad blockers, watching multiple screens and being exposed to about 5,000 ads a day. So how do marketers reach and engage them?

For brands to succeed in this digital environment, a well-executed multi-channel strategy is key. Before getting started, here are four common pitfalls and how to avoid them.0

  1. Generic messaging

Various tools and educational content is at our fingertips, yet we’re still seeing brands plaster one-size-fits-all content across digital channels.

Proof of successful personalised communications is everywhere. Three-quarters of consumers prefer that brands personalise their messaging and of those, 61 per cent prefer personally relevant offers, even if it comes at a risk of reduced privacy. Consider this -with the rise of ad blockers, over-saturation of content, increasing online competition and highly expectant consumers, it’s clear why generic messaging isn’t cutting through.

Your personalised content strategy should:

  1. Identify and segment your audience
  2. Humanise your content to build trust and rapport
  3. Identify the most effective formats and channels
  4. Employ high quality, end-to-end customer service (to deliver on your message)
  5. Target and time your content effectively.
  1. Ignoring automation tools

Are you still manually scheduling social posts and analysing digital campaigns? Then you’re wasting time. Marketing automation platforms empower you to streamline, automate and measure across multiple digital channels. They can save dozens of hours, helping to create hyper-personalised content and improve ROI.

Our favourite social management tools for clients are Sprout Social and Zoho Social. Both offer real time monitoring, sentiment and competitive analysis, and a scheduling tool. When choosing automation tools, ask yourself the following:

  • Does this help to deliver my business and marketing objectives?
  • Does it fit my budget?
  • Do I have the resources to get the most out of it?
  • Is it user-friendly?
  • Is it mobile-friendly?
  • Is it scalable?
  • Is it customisable?
  1. Poorly optimised channels

Posting content to channels without doing a channel audit or conducting any target market research is like playing a game of pin the tail on the donkey. Avoid pushing out content that:

  • isn’t optimised for search
  • is on a channel where your customers aren’t active
  • is filtered out by algorithms that favour paid advertisers (i.e. Facebook)
  • isn’t engaging enough to earn your customer’s attention
  • is delivered in a format your customers don’t care for.

Relevant and engaging content placed in the best suited channel for your target audience gives content the best chance of success. Regular monitoring and analysis of channel and content performance is key. Consumer preferences and social algorithms are constantly changing. What worked well last quarter won’t necessarily work well this quarter.

  1. Not beta testing

You never know how your audience is going to respond to a piece of content. The only way to know is to run options, assess the results, then choose the winner. If you’re debating testing, consider the following.

  • Test your content with a sample target market to make sure they In terms of performance, consistent pre-testing improves ad effectiveness by at least 20 per cent.
  • One creative execution won’t suit all channels. A fragmented media landscape means creative needs to be tested and optimised for every channel
  • Social channel algorithms change with the wind. You can’t assume that last year’s content strategy will perform as well this year.
  • Competitors may be one step ahead. Your budget might get you further elsewhere if you’re going head to head against a competitor with a bigger budget.

Consistency is key in a multi-channel digital strategy. If you treat each channel as a distinct entity, you risk annoying the customer and losing their loyalty. Keep this in mind when considering the four common pitfalls and you’ll be on the path to success.

Please login with linkedin to comment

guest post mult-channel marketing

Latest News

AFR Remya Ramesh head of digital experience at Coles for BOSS Young Executive of the Year  Wednesday 16th June 2021 Photo by Eamon Gallagher
  • Media

AFR BOSS Names Winners Of 2021 Boss Young Executives Awards

In a year where ‘business as usual’ is anything but, AFR BOSS reveals six of Australia’s most inspirational and outstanding young leaders who excelled during the pandemic. The six have been crowned the 2021 BOSS Young Executives in the prestigious awards program, now in its 18th year. Run in conjunction with global leadership consulting firm […]

QMS Renews Contract With Manboom
  • Marketing

QMS Renews Contract With Manboom

On first inspection, B&T was hoping to bring you some manboobs news here. But as you'll see, it's a girdle-free read.

Marketing strategy on digital mobile platform - cross-device tracking programmatic advertising and multi targeting with laptop and mobile phone gadgets.
  • Technology

Index Exchange And MediaMath Join The Human Collective

HUMAN Security (formerly White Ops) today announced two new founding Human Collective members: Index Exchange and MediaMath. Together they participated in thought-provoking panel discussions during the recent IAB Tech Lab CTV & Video Advertising: Growing with Standards virtual event where they emphasized how important it is to work together in the fight against fraud on […]

by B&T Magazine

B&T Magazine
SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations
  • Media

SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations

SCA has announced the appointment of Cathrine McVeigh to head of audio production and operations. She will be part of the content leadership team. In the newly created role, McVeigh will oversee the creation of SCA’s new audio production and content operations hub and lead a combined team across the country to deliver a rapidly […]