Tech Giants O, Multichannel Marketers 1
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.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.