Use a multi-channel communication strategy
For best results, use multiple communication tools or channels (web, blog, newspapers, advertising, etc.) to deliver your message and influence customer touch points. With a multi-channel communication strategy, you can to reach different customer touch points – such as advertising, direct mail, online marketing activities such as social media, e-newsletters, and articles. With the proliferation of mobile devices, be sure your online marketing activities also consider the device and applications customers use to engage with your business.
Consistent branding and messaging is crucial
Each channel or vehicle – whether advertising, partners, web or other – used to extend your reach should include similar messaging and consistent branding to maximize results. When each vehicle reinforces your message, users are more apt to recall and/or take action due to repetition of exposure. Because this integrated marketing approach typically requires many vendors to implement it, being consistent in your messaging is more difficult to achieve. To alleviate this issue, develop a style guide to help you keep internal personnel, partners, and vendors marching to beat of the same drum by delivering a consistent message to your target audience.