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Category: Marketing Strategy

Navigating the Maze of Multichannel Marketing Strategy

Posted on by admin_kingston

Let’s face it: marketing today feels like trying to juggle while riding a unicycle for many small and medium-sized businesses. We’re bombarded with countless ways to reach our customers, from the good old TV ad to the latest TikTok trend. It is hard not to make your head spin. But here’s the thing – this multichannel madness isn’t going away. So, how do we make sense of it all without losing our minds or our customers?

First off, plastering your message across every platform known to mankind is not any useful. Instead, think of it like hosting the perfect dinner party. You want to create an experience that feels seamless and welcoming, no matter how your guests arrive.

Now, let’s talk about personalisation. We’ve all got those emails that start with “Dear Valued Customer” but in 2024, that just doesn’t cut it. People want to feel seen and understood. You can use the data you have responsibly to tailor your message. It is the difference between shouting into a crowd and having a conversation with a friend.

Speaking of friends, let’s not forget our trusty sidekick: the smartphone. These little devices have become extensions of ourselves. If your marketing isn’t mobile-friendly, you might as well be sending smoke signals. Run a test on all your proposed marketing channels to see

Here’s where it gets tricky: measuring success. With so many channels, it’s tempting to focus on vanity metrics like likes or views. But at the end of the day, what really matters? Sales? Brand loyalty? Customer happiness?

Of course, this marketing strategy using multi-channels isn’t without its bumps. Data privacy is a hot topic, and rightly so. We need to be responsible with the information our customers trust us with. And let’s be honest, keeping up with every new platform that pops up is exhausting. The key is to stay curious and adaptable, without chasing every shiny new trend. You don’t necessarily need to adapt to every emerging digital tools, be it for operational use or for marketing.

Looking ahead, voice search is becoming huge (hey Alexa, order more coffee!), and augmented reality is blurring the lines between digital and physical even further. But no matter what fancy new tech comes along, the fundamentals remain the same: understand your customer and their problem, be where they are, and offer genuine value.

At the end of the day, multichannel marketing strategy is all about understanding your customers’ needs, meeting them where they are, and creating experiences that connect.

3 Pillars of Content Marketing Strategy

Posted on by admin_kingston

We all heard of Nike’s “Just do it” or California Milk Processor board, “Got milk” and other popular marketing campaigns that changed the landscape of business world. Those would not have been successful without having marketing strategies in place that distinctively identified their customers, segmented, and targeted the most receptive of them, and positioned their business at the right place in their customers’ life. But would they still win if they were to use the same content marketing strategy as they used decades ago?

Probably not.

But being an SME in a hyper-competitive business world, it is even more critical to have a targeted content marketing strategy as small or medium sized ventures tend to run on shoestring resources. So how can businesses still cleverly utilise their resources and reach their customers at the same time?

Robert Rose, a bestselling author of ‘Managing Content Marketing’ has some frameworks for SMEs. In an interview on Marketing over coffee podcast, Robert highlighted his 3 strategic pillars of content marketing.

First, coordination How we coordinate the content we create in a business and how we create what a business wants to say is to be the single biggest challenge, he said, its function is to establish charters of teams and define what those teams do. It is also to plan out the operational models and set some clear goals for the teams.

Then, comes, managing platforms.

He said the marketing platforms are the experiences themselves. How we manage our website, our emails, newsletters, blog or event – determines how effective our communication strategy is.

The last pillar is a bridge that conjoins first two pillars. It is all about establishing workflow systems and essentially making sure that coordination is efficient, and management of these platforms is also going smooth.