So your marketing plan has you pushing the advertising for your company through several seeming disparate marketing channels at the same time. Let’s say that you’re doing search, online video, email, tv, radio, billboard. Should those mediums interact? Should they carry their own messages? Should they all carry the same message? Should one funnel to another? How can you track which is providing value for money and therefore generating a higher ROI for you?

The active word for this multi channel marketing strategy is synergy . When you get all of those seeming disparate pieces working together, what you can get out is much more than if you had them working separately.

So, if we have a tv ad that ends with a URL, and a radio ad that ends with a url, how do we tell which is driving the traffic, if they’re both running at the same time? Easy, simply have your ads mention different landing page URLs. The tv ad can send people to a page that reinforces the visuals that they’ve seen on the tv directed at one demographic, an email landing page reinforcing the message sent to either an in-house list, or a rented list (different demographic potentials) and a radio landing page that reinforces the message heard through that medium. Could they be the same look and feel pages with just different tracking URLs? Yes they could, as long as you create the structure such that you avoid duplicate content issues.

If your company devises a new term, or product name, or service offering, or slogan, then your search effort should focus on ranking for that term, for people will search for it after they locate it through another medium, and by getting yourself listed you’re not losing that further opportunity to direct them through your sales funnel.

There have been many instances of companies doing their traditional marketing push, and not involving their search team. All that does is give someone else (your competitors) the opportunity to swoop in and pluck customers from your grasp, when by simply involving all of the channel owners in the planning, strategy and execution of the marketing plan you’d keep them and hopefully convert them.

Co-operation is the name of the game when it comes to making the most of your marketing budget, and we at Serengeti can help you determine the right mix for your Multi-Channel Digital Marketing Plan, and ensure that the message is consistent, and that the funnels to conversion flow as smoothly as possible.

Filed under: Email Marketing, SEO, Social Marketing on Monday, April 21st, 2008 by Simon Heseltine |
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