The tools in a marketers’ arsenal has grown over the past couple of years. What used to be simply TV, radio, or print now includes a digital side. Social Media, forums and web advertisements are just a few tools in the marketer’s digital arsenal. That isn’t to say that traditional methods are no longer useful—that couldn’t be further from the truth— but rather, we can attract more customers through new and creative means.
Segmentation, however, has become more prevalent than ever before. You could have the perfect campaign but still fail spectacularly if you use the wrong medium.
Understand your audience. Who are you targeting? What form of marketing material would appeal most to them? Once you’ve found a suitable medium(s), take the time to understand how you can track each channel’s performance. How do you know where to improve if you don’t know where you began? It’s important to figure out how to track every touchpoint the customer may have encountered before being sold, whether that is a piece of paper with the question, “How did you hear about us? Check all that apply”, placing analytics tags into your website’s code, or using a unique phone number that only your direct mail would have. It might save you from falling into a trap as shown in the comic above.
Tom Fishburne (The Marketoonist) creates hilarious comics related to marketing. You can check out his website and other comics here.
With all else equal, omni-channel marketing is a sure-fire way of attracting the most qualified customer but it needs to be done right. Don’t let confirmation bias cloud your judgment.
Wingman is a full-service marketing team with years of experience in developing several multi-channel marketing campaigns. Ready to get started on your own? Wingman offers 30-minute consultations for a donation to the Wingman Wishes cause and match 100% of donations made this way.