Why Multi-Touch Marketing is Mandatory for Successful Campaigns
As a business owner, you are always looking to find the best marketing strategy that will render results with return on investment. With multi-touch marketing you are covering your bases and reaching out to your target consumers across different mediums.
Consumers are constantly being exposed to all types of traditional and digital marketing. While traditional media is still being utilized, many business owners are becoming increasingly more aware of digital outlets. Many marketers are opting out of solely using traditional media like Newspapers, Radio, Print, TV ads and instead bundling on traditional advertising tactics with a combination of digital ads like Facebook ads to reach a broader audience.
Over the last year, there has been a 20% increase in marketers choosing to opt into both Digital and Non-digital ads. Here are a few different reasons why there has been a spike in multi-touch marketing, and why business owners can afford to benefit from this strategy according to Zinfi United Channel Management:
Guaranteed increase in your campaign’s ROI
Zinfi provides a great analogy to emphasize this statement. When you play a team sport it takes multi players at different positions to beat your competitor and get you the points you need to win. By leveraging the efforts of multiple players you’re increasing your chances of scoring a goal (or closing a sale). Any attempt at rolling out a multi-touch campaign via multiple outlets is going to increase your reach to potential customers and spread your message further, which ultimately increases your chance of success.
Consumers need choices
Messaging can be deployed and interpreted in multiple ways depending on the end-user. As a good marketing strategy, you’ll need to provide the same content in multiple ways if you want to engage with different types of audiences based on their behavior. For example: a working mother of two may not be inclined to pick up a newspaper and see or read through a detailed ad, however if you were to provide similar content via digital media she may be more inclined to absorb the information or promotion.
Building awareness is necessary so that once a buyer is ready to make a purchase, your product and business will be top of mind. The same mother used in the example above may be driving her kids somewhere and potentially see the same content she noticed through the social post, on a billboard display; thereby reinforcing your business and product. The more times you can get your message in front of the same consumer, the more likely they are to remember your business.
A well-rounded strategy for implementing multi-touch campaigns, includes a combination of traditional advertising and digital media, which can be anything from Broadcast TV, Print or outdoor media to banner display, social or paid click campaigns. Rule of thumb is to present your campaign in at least two spaces other than your website.
Our recommendation in order to determine and prioritize the best outlets is first to know and research your target audience. From there, you can narrow down the outlets that best target those consumers demographics and then allocate dollars to each accordingly. All campaigns and mediums selected should include multiple touch points with consistent creative across each tactics to be able to reach consumers and build brand awareness. By maintaining uniform messaging for all tactics over an extended period of time, you are increasing the likelihood of converting awareness to actual sales.
“Gone are the days of 2D selling. Multi-touch marketing is now considered one of the most effective methods to increase brand awareness and ultimately bring in more sales.” – Zinfi