Tech Giants O, Multichannel Marketers 1

Tech Giants O, Multichannel Marketers 1
SHARE
THIS



Rocket Agency co-founder, James Lawrence (main photo), argues businesses should never solely rely on a single tech giant for their marketing…

Many business owners, and plenty of marketers, had sleepless nights when it looked like Google and Facebook might take their bat and ball and go home. In this guest post, co-founder of Sydney digital marketing agency Rocket, James Lawrence explains why skimping on channels is never a good idea.

Circa late February, I noticed clients were becoming far more receptive to my arguments against relying on one or two channels to market their business.

Suddenly, the usual protestations about limited time and resources and “if it ain’t broke, don’t fix it!” exhortations were replaced with nervous claims that it was impossible the 800-pound tech gorillas would abandon Australia to stop politicians in North America, Europe and Asia getting any wrong-headed ideas.    

At the time of writing, Mark Zuckerberg, Sundar Pichai, Rupert Murdoch and Scott Morrison appear to have established a modus vivendi. The temptation for some businesses and marketers will be to continue with their simple (one or two channel) way of doing things.

There are two reasons that temptation should be resisted

 

  • The tech giants can’t be relied on

Recent events have demonstrated it’s possible Google or Facebook (or Instagram, Twitter, YouTube, Pinterest, TikTok and Clubhouse) could abruptly exit the Australian market. Yes, they’d take a financial hit. But they could easily absorb it and may decide a scorched-earth strategy down under is justified if it wards off heavier regulation and taxation elsewhere in the world.

Even if that doesn’t happen – and I accept it’s unlikely – these companies have form when it comes to the single-minded pursuit of their own agenda regardless of any collateral damage caused. Just ask any small business owner who’s allocated their entire marketing budget to SEO only to go broke due to an unexpected and unexplained algorithm update.

  • Multiple channels are now required to cut through

For the sake of argument, let’s assume Australian businesses will always have the option of investing in tried-and-tested Facebook or Google ads.

It remains the case that in 2021, hardly anyone makes a purchasing decision as a result of only seeing something advertised on Google or Facebook. The average person now needs plenty of prompting before they will decide to act; the Online Marketing Institute says it takes 7-13 touchpoints to deliver a qualified sales lead.

Some of those touchpoints may be more impactful than others, but they all play some part in closing a sale. That can seem counter-intuitive, but I’ve seen it proven many times over. For instance, a business that embraces a multichannel approach will often observe that almost all their leads or sales appear to be coming from one or two channels. They will sometimes make the rookie mistake of culling the poorly performing channels to redirect resources to the channels generating conversions. The high-performance channels will almost always then stop performing so well, making it clear the ‘underperformers’ were crucial touchpoints in the buyer’s journey across a collection of channels.

The more the merrier

A business will usually get some ROI if it devotes resources to just paid search. Or paid social. Or email marketing. Or display advertising. 

But, when working with Rocket clients, I’ve found that investing in at least three different channels typically generates the most impressive results. And it’s not only our clients who’ve benefited from the channel diversification I’m championing. Apple, Starbucks and Airbnb, as well as Mercedes-Benz, Heineken, Land Rover and Under Armour, have all enjoyed well-publicised successes by embracing a multichannel approach.   

In marketing, whatever the question, a single channel is never the answer.

Please login with linkedin to comment

James Lawrence Rocket Agency

Latest News

Spikes Asia Portraits
  • Marketing

Spikes Asia Appoints Jenny Lau As Events Director

Spikes Asia has announced the appointment of Jenny Lau as events director. Based in Singapore, Lau will take overall responsibility for Spikes Asia.  Lau (pictured) has worked within the Asia-Pacific advertising industry for more than 20 years and brings a deep understanding of the trends and issues affecting the regional advertising and marketing industry. Lau […]

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au
  • Media

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au

Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]

Fifth Dimension Expands Executive Leadership Team
  • Marketing

Fifth Dimension Expands Executive Leadership Team

Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO).  As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]

GoDaddy Australia Launches GoDaddy Studios To Support Creative Content By Small Business
  • Marketing
  • Technology

GoDaddy Australia Launches GoDaddy Studios To Support Creative Content By Small Business

GoDaddy Inc. has today announced the Australian launch of GoDaddy Studio, a new content creation tool designed for small and medium businesses to create beautiful visual content for their business for all platforms. Compatible on both iOS and Android mobile apps and desktop, GoDaddy Studio includes thousands of customisable templates and easy-to-use tools, providing small […]

Seismic Announces New Zealand Partnerships To Empower Businesses And Workers
  • Technology

Seismic Announces New Zealand Partnerships To Empower Businesses And Workers

Seismic has announced an expanded New Zealand (NZ) presence to support the transformation of sales and marketing teams, and enable the nation’s employers to focus on upskilling their workforces to overcome a digital skills shortage. The company has also signed NZ-based specialist consultancies, Fresh Perspective Sales (FPS) and Jumping Fox Interactive, as its first two […]

Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic
  • Marketing

Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic

Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]

Nestlé Oceania Adds The Edison Agency To Strategic Design Roster
  • Marketing

Nestlé Oceania Adds The Edison Agency To Strategic Design Roster

The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]

SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown
  • Media

SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown

SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]