Select The Right Digital Channels For Your Next Campaign
For any type of campaign or marketing plan your business has run in the last few years (and certainly in future), digital channels may be playing an increasing role. They make your audience easier to reach, providing instant delivery and the chance for rapid response. Any offer or update you deliver digitally also allows easy sharing over social media and possibly best of all, digital marketing channels are so easy to measure. Digital can now stand shoulder to shoulder with traditional marketing channels in the majority of businesses.
The various types of digital marketing channels all hold different strengths that will make some more important for your own business to focus on. The mix you select depends on your own goals for your online marketing plan, the type of message you hope to deliver, and of course the audience you hope to reach. Let’s start with a quick look at some popular uses of different channels.
Digital Channels – The Usual Suspects
Email – For lengthier announcements like new product launches, monthly newsletters, email is often the channel of choice
SMS – Great for bite size offers and updates. Often includes a prompt or code to redeem on another channel (e.g. purchase online with voucher code).
Website – With the rise of content marketing, a company website often houses important areas like the company blog. It is now usually the hub for many digital marketing campaigns.
Mobile Apps – Often used by existing customers. GroupOn, Booking.com, eBay are some of the companies keeping customers ‘captive’ while browsing this way.
Social Media: Facebook – Great for awareness based campaigns. Allows brands to humanise themselves and improve interaction with their audience. Useful for promoting offers too.
Social Media: Twitter - Useful for building interaction, and for improving customer service satisfaction. Suited to important announcements, breaking company news and pop-up sales.
Don’t Overload Your Digital Audience
As you can see above, some digital marketing channels are more suitable for certain messages than others. It is important to bear in mind too that many members of your audience may have simultaneous access to several of these channels at once. The smartphone means that your offer could be received by SMS, email, Facebook and Twitter all at once to the palm of the owner’s hand. This can reduce the effect of the message you hope to deliver so consider this when planning a campaign across multiple digital channels.
The Power Of Measurement
Digital marketing channels offer a reliable, instant and easy to digest measurability that can be key in monitoring performance during and after a campaign. You can actively monitor digital metrics such as responses and shares, viral reach of your social media posts, click-through rate and many more. We explored metrics such as this in a previous post. Match what you are measuring to your own marketing goals and all can be useful signposts on the road to a successful multi channel marketing campaign.
Always be testing
It could be seen as conventional wisdom to say that younger consumers, especially ‘digital natives’ are best contacted through digital means. Will they eagerly share an offer posted via social media, or any digital medium that pops up on their smartphone? Then consider older consumers, do they still prefer the tried and tested ways, loving a letter in their postbox to offer them a discount or bonus?
If you assumed this is the ‘norm’ for these different types of consumer, this may be a good guess, but what about your customers, can you be so sure? Don’t rest on your laurels and assume you have everyone figured out. Your own audience will tell you by previous behaviour how they can be tickled with an offer and what digital channels they are happiest to respond by. Your own findings may even surprise you. Launch, test, refine, repeat!
Whether your next digital marketing campaign is primed to raise awareness, build customer interaction, increase sales or to generate new leads, you have many marketing channel options to ensure you can deliver your message successfully. Match your channel mix to your own campaign focus, always be aware of what your customers are telling you by their previous responses. Don’t be afraid to evolve the process over time.
The next time your business has a new product or offer ready to promote by digital means, delivering it appropriately to your audience is a big step in turning a good campaign into a great one.