While marketing has always been somewhat fragmented, with efforts spread across TV, direct mail and newspapers traditionally, it has certainly reached a new level over the last decade. Post-pandemic (can we say that yet?), even more so.
Today when you’re looking at your marketing budget, you are likely considering whether you want to connect with prospects via Google, email, influencers, social media or all of the above. Then, within those options there are more options still. Take social media — Facebook, Twitter, LinkedIn, Pinterest, Snapchat, TikTok… Even just through the process of choosing a marketing channel there are so many decisions to be made, opportunities to consider — let alone designing the campaign.
Effective marketing happens across multiple channels
Thankfully, you don’t have to choose just one. Multi-channel marketing is a must and is now perhaps more affordable than ever before.
Social media marketing, email marketing and search engine optimisation (SEO) and marketing (SEM) can potentially all be tackled with the budget that was previously spent on grabbing a spot for a single ad on television. Because who needs a television ad when everyone’s scrolling on their phones while watching TV anyway?!
For marketing success, it’s now essential to have considered, results-driven multi-channel campaigns focused on meaningful and engaging content. More than ever, it’s time to up-level your marketing savvy with clever, innovative campaigns that truly speak the consumer’s language. Don’t spread yourself too thin, but also be careful not to limit yourself unnecessarily in this fragmented marketing landscape.