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.
- 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:
- Identify and segment your audience
- Humanise your content to build trust and rapport
- Identify the most effective formats and channels
- Employ high quality, end-to-end customer service (to deliver on your message)
- Target and time your content effectively.
- 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?
- 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.
- 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.
Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid. Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]
Agency Digitas ANZ has developed its own unique brew of beer, galvanizing the team to channel its expertise in data, technology, digital media and creative. The brainchild of senior creative at Digitas, Nick Duron – Digitas’ ‘Unicorn Punch’ comes in alcoholic and non-alcoholic varieties and was created as a means of making Australian and New […]
As Australia prepares to hit its 70 per cent nationwide double vaccination milestone, a new study from Afterpay reveals how Gen Z and Millennials are ready to Press Play on their lives, after 9 in 10 (88 per cent) missed key life events through lockdowns. From hitting restaurants, cafés and pubs and jetting off overseas, […]
New data from Hootsuite and We Are Social reveals that as of June, social media user numbers have jumped by 13 per cent since the same time last year, with the latest data showing an increase of more than half a billion users in just 12 months. The Digital 2021: July Global Statshot report revealed key findings […]
Producers Rodney Rigby and Junkyard Dog Productions have announced that the worldwide smash hit, Tony and Olivier award-winning musical COME FROM AWAY, has reopened at the Capitol Theatre in Sydney. The pandemic led to all theatre shows closing curtains in Sydney, however, with vaccinations rates soaring and restrictions easing, the theatre is back and Sydney […]
Former PMs, high-ranking politicians and climate experts blow the whistle on how Australia became an international climate change pariah in the new Guardian Australia podcast series, Australia v the climate. Guardian Australia will release a special investigative podcast series ahead of the Cop26 global climate summit, scrutinising Australia’s role in the climate crisis over more […]
TBWA\Sydney Group has announced two new key promotions of Nitsa Lotus to chief growth officer and Tanya Vragalis to managing director. In her new role, Lotus will be focused on leading growth initiatives and innovation across each of the agencies within the TBWA\Sydney Group – TBWA, Eleven, Fleishman Hillard, Fabric and Bolt – as well […]
The beauty industry needs to reflect greater diversity both in front and behind the camera, as consumers increasingly align with brands that share their values, according to a panel of leading experts speaking at Are Media’s latest insight series TRENDtalks: Beauty. Hosted by leading Australian beauty expert and presenter Michael Brown, TRENDtalks: Beauty also highlighted […]
Findings from the latest Podsights Benchmark Australian Report shows ARN’s iHeartPodcast Network is a market leader in advertising effectiveness and continues to perform well above global benchmarks. Through its partnership with Podsights, ARN is setting the standard for podcast advertising measurement, providing commercial partners with data-led insights to ensure maximum engagement and conversion with iHeartPodcast […]
Advertising revenue for metropolitan commercial radio stations reached $53.149 million in September, reflecting a year on year rise of 12.7 per cent, according to data compiled by Milton Data and released by industry body Commercial Radio Australia (CRA). September quarter ad revenue totalled $151.373 million, up 16.1 per cent from the corresponding period a year […]
GAMURS Group, the esports and entertainment media network that reaches more than 100 million passionate gamers globally per month, has announced the appointment of Alex Walker as its vice president of content for the Asia Pacific region. Walker joins GAMURS after more than six years at Allure Media and Nine’s Pedestrian Group, where he was […]