This question has become a quagmire that many marketers are asking. Metaphorically speaking, media is becoming a means in which consumers extend their capabilities in new and different techniques. If you inherently believe this, then your current approach to reaching consumers may need to evolve. It’s the adage of “It isn’t what you say to consumers that’s a significant point, but what channel you use to say it in!”
Not long ago, when one spoke of channel marketing, the meaning could possibly be what packaged goods companies used to describe as their channels of distribution to get their products to market. Today, traditional and digital (mobile/social) media have a progressive definition of classifying platforms available to reach the consumer.
This notion of channel media has created a new life cycle for even traditional media. Marketers’ prolific understanding of media now takes on being the message to gain engagement and attribute leads. In the end, those leads are converted into sales which contribute to desired revenue goals.
Develop your strategic channel approach holistically by studying every media component to determine how it will be used to drive overall objectives. Group media within the following categories: paid, own, and earned in order to develop your vision of how each medium will or can be used.
This becomes a roadmap on the role each vehicle will play with in your strategy. Plus, it allows you to create the consumer experience for your brand! Below provides a sample scenario:
- Paid media: Instead of viewing television, online video, YouTube video or mobile video separately, consider any message that is viewable as video. Broadly consider what you are attempting to accomplish by using video. Is it to reassert your brand’s visibility, ignite excitement, or generate broad awareness?
- Social media (Instagram, FaceBook, Snapchat, Vine, etc.) are engagement platforms and a means to invite interaction and boost awareness goals. This can be achieved via paid and organic (earned) approaches.
- Lastly, own media is what your business has at its disposal and is readily available to use. This includes its website, app, or in-store messages. All of these can be used to supplement point-of-sale collateral, drive overall value proposition, and stimulate consumer’s purchase.
Set your KPIs before executing to benchmark and measure success. Measurement for success can be include engagement, CPA (cost-per-acquisition), and CTA (call-to-action). Be sure to factor any ethnic audience consideration or nuances to ensure maximum response from these segments.
As a reminder, Digital media (mobile/social) has changed the game! Marketing initiatives are being shaped by consumers’ altering behavior. This behavior has allowed media to be an unmatched extension of a consumer’s identity and the online communities that are important to them. As you solidify your plans, consider what can drive your business in this re-imagined marketing future!
Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and author of “Elements of Buying” (a self-help advertising guide), available at Amazon.com. Adele was listed as Black Enterprise’s 2016 Women of Power in Advertising & Marketing and 2013 Top Women Executives in Advertising & Marketing. Contact: [email protected]
