MARKETING
your intuition to vet the platforms to make logical sense for the campaign while your measurement metrics - as predefined guides your final decision .
Deployment - The How and The When
Once we ’ ve had the channels to execute selected , now comes the timeline , are we looking to have all the campaigns deployed on the same day and across all selected channels at the same time ? Will a channel take a longer time to be noticed or reached by our audience than others ( OOH in this case )? To derive the benefits of each channel , it is important to deploy according to the strengths and strategic purpose to the overall objective . That is , if the display will take a bit of time to catch on , you may want to give it a 2-3 day deployment head start before the other channels .
Cue in Anticipatory Marketing , this form of marketing piques the curiosity and interests of the customer in building awareness about a new product launch before a full deployment is activated across other selected marketing channels . This can be a niche brand of kiddies toothpaste that needs a bit of education before its adoption . This can be further extended to having parents visit a brick-and-mortar branded store for further consultation with a celebrated pediatric dentist . Each of these phases builds awareness , drives brand credence , and educates which will lead to sales conversion .
An alternative if your major objective is to create a huge buzz around the brand will be deployment at the same time , execution across all channels for maximum exposure of the brand - digital and offline . Also , consider grouping each channel according to its strength . Twitter as a “ real-time ” information platform provides monumental awareness .
“ Selecting a channel based on merely the popularity of the channel alone will be illadvised . Equally , apply your intuition to vet the platforms to make logical sense for the campaign while your measurement metrics - as predefined guides your final decision ..”
Classify every other channel with the same insight and use that as a part of your measurement metric . Equally , evaluate each platform within a defined period while the campaign is ongoing to determine what platform ( s ) is living up to its potential and that which isn ’ t .
Pitfalls to Avoid
For enthusiastic marketers , here are some pitfalls to avoid when developing multi-channel campaigns . Some common mistakes include ;
Project Timeline : As a marketer who has leveraged the services of third-party marketing agencies , it is important to over-communicate not just expectations but timelines . For the entire campaign to go on hitch-free this needs to be amply timed and communicated to necessary stakeholders . Without proper coordination , this can result in delays and the un-attainment of
Neglecting Data : As marketers , having an understanding of past campaigns can lead to a better and well-refined new campaign strategy . Leveraging past campaign data saves the business money - this way you do not further leverage a channel ( s ) or strategies that haven ’ t worked for the brand in the past , and data shows and helps you avoid this .
Having a Broad Focus : As we have covered previously , it is not the number of channels that you use in the execution of your Omnichannel campaign that matters but the strategic approach to understanding what channel applies to what objectively , particularly with your key audience in mind . Avoid wasting time and resources on the usage of too many marketing channels , instead , hone in on the most vital which will yield a return on investment for your campaign .
Do Not Work In Silo : Even with an internal marketing department , your customer service and sales unit are to be kept abreast of developments in relation to the campaign we seek to begin . At the very end , these are the people who will “ most times ” be customer-facing and they need to be kept abreast of marketing-related decisions within the company . Keep an open line of communication throughout the campaign and afterwards .
At the very end , the ease of executing a successful multi-channel campaign all lies in the hands of strategic planning and foresight . Going through the steps outlined above will guide you through the successful creation and set up a series of successful campaigns to the delight of brands . ■
Ms . Kehinde Ruth Onasoga is the Principal Consultant , Pandora Agency Limited . You can commune with her on this or related matters via email at :
Kro @ pandoraagency . co .
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