Winning Strategies Begin with Learning how to Conduct the Orchestra
In many ways, multiplatform marketing campaigns are the marketing equivalent of an orchestra. Marketers step up to the podium and wave a baton to conduct targeted social media buys on Instagram and Facebook before slowly bringing a sponsorship of a key event into the fold. In this way, campaign strategy development involves conducting various individual platforms to achieve a harmonious result and deliver a cohesive message.
To conduct the orchestra, we must learn each instruments’ abilities, purpose, and goal. To that end, let’s explore understanding each marketing channel’s use case and how we can develop ideas to fill out the orchestra.
Understanding Use Cases
Generally, we can group traditional marketing channels into two main categories based on their messaging abilities: Simplistic and Complex. Simplistic channels are best suited for brand awareness or other straightforward messages while Complex channels are capable of communicating more-detailed product and brand messaging.
Television, Radio, and Out-of-Home (OOH) channels specialize in high reach, high frequency, and low impression cost messaging best suited for less complex messages given its viewers’ comparatively lower attention spans, short exposure, and low recall. Conversely, Print Media (Newspapers and Magazines) is better suited for more complex product and brand messaging given readers’ likelihood to have longer attention spans and the capability to include coupons and special response techniques.
The world of digital marketing presents an entirely separate realm of possibilities with tactics like Search Engine Marketing (SEM), email, social media, and content marketing, display campaigns, and more. Offering significantly greater targeting and segmenting capabilities, digital tactics give marketers much greater flexibility to develop impactful strategies and campaigns to deliver key messages to various target audiences.
Lastly, Sponsorship and Experiential marketing tactics allow brands to interact and engage with target audiences in unique and deeper ways, granting marketers the ability to deliver both brand and product messaging.
Ideas With Legs
With so many tools and techniques at marketers’ disposal, the key to creating truly integrated multiplatform marketing strategies lies in a marketer’s ability to develop ideas that are flexible enough to utilize different tactics that can hit various consumer touchpoints. Ideas with legs have the ability to link together these various tactics to create cohesive and consistent messaging.