Multi-Channel Marketing
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Engage Customers with Multi-device, Multi-channel Content Marketing

Engage Customers with Multi-device, Multi-channel Content Marketing | Multi-Channel Marketing | Scoop.it
Content Marketing and Social Media: People are changing how they consuming content, and content and social media marketers need to adjust their strategies.

Via Don Dea
Liz Reid's insight:
This article demonstrates how trends of consumption have changed dramatically, and therefore brands must ensure their marketing strategies reflect these changes. According to research quoted in this article, people are no longer relying on one platform to access content. We use a combination of smartphones, computers, TV and other portable devices such as tablets in order to access information. Brands should endeavour to reach their audiences through each of these mediums, for example with apps and mobile websites. The article also suggests that brands should avoid simply ‘repackaging’ content for various platforms. Instead they should attempt to create rewarding and engaging experiences for each platform, and keep in mind how different your experience will be in front of a 42 inch TV compared to an iPhone.  
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Don Dea's curator insight, February 22, 2013 12:00 AM

Taking Content Design to the Next Level

Responsive Web design (RWD) has emerged as a way to adapt content for multiple devices.  As the Content Marketing Institute explains on its blog, in the post Is Responsive Design Right for your Content Marketing Strategy?

As more companies behave like publishers and rely on content to connect with customers, they must think about how to design an engaging content-based experience, from full-screen desktop to small-screen smartphone — without having to reinvent the experience with each new device that comes around….

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The Multi-Channel Marketing Mandate: Be Where Your Customers Are!

The Multi-Channel Marketing Mandate: Be Where Your Customers Are! | Multi-Channel Marketing | Scoop.it

... Why is Multi-channel Marketing important? Because more and more, our customers are using multiple channels to find the information they need. They are relying less on your website and the relationship with your sales representative than they used to. And they are increasingly finding the information they need to make business decisions on their own.

 

Why is multi-channel marketing important? Because you need to be in all the places where your customers are searching for information and help them find it…

 

Is there a gap? Heck yeah! According to Mary Meeker, there is a $20 Billion Digital Marketing Channel gap made evident by the % of advertising dollars spent on internet and mobile channels vs. the amount of time spent in those channels by today’s digital consumer.

 

In other words, businesses don’t spend enough money on the channels where people are spending increasing amounts of time.

 

And that is why Forrester called their report “The Multi-channel Maturity Mandate.” According to Forrester:

Today’s customer has much more control over the buying process than today’s marketer does. Now that the Web and social media are part of virtually everyone’s daily life, buyers have more choices (more sources, more outlets, more offers) and more opinions (from pundits to peers) to consider.

 

Multi-channel marketing is the new reality of how businesses can better meet the needs of customers in the wide array of choices and content they use.

 

And to me, multi-channel marketing is the 2nd core piece of Content Strategy, which seeks to provide the content our audiences are searching for, in all the places they search.

 

Continue Reading for the  "5 Key Multichannel Marketing Findings"

Liz Reid's insight:
Multi-channel marketing is an interesting concept, which is increasingly facilitated by the latest technologies. I especially like the adage ‘be where your customers are’. After all, having a brilliantly informative website is great, however if all your current and prospective customers are getting their information through blogs or for example, YouTube, your key messages are not reaching their full potential. For example, if someone was wishing to purchase a camera, they might be more likely to visit a website that reviews cameras in depth, rather than a camera manufacturer’s website. Therefore, brands should look towards other channels including social media, to increase the proliferation of their messages. It is also interesting that having a multi-channel marketing approach leads to increased customer satisfaction, which in turn may lead to increased brand loyalty and equity. 
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