If you want to create real lasting impact touchpoints, then it is time to consider a multi-touch integrated marketing strategy.
Do you understand who your customers are and where they spend their time? Are they using Facebook or TikTok? Do they use Google to search for reviews or read blogs? Maybe they use YouTube to watch product demonstrations or independent reviews.
The reality is that in today's "seller-free" economy, your customers are most likely jumping around these platforms, or rather touchpoints, as part of their buying journey. This represents a few challenges for marketers and is why you need a multi-touch integrated marketing strategy.
The rise of media options and devices.
It can be overwhelming when considering all the different touchpoints and some marketers feel compelled to try and be everywhere at once. This can be somewhat challenging when you have a limited budget and extreme pressure to justify the Return on Marketing Investment (ROMI). To overcome this, use analytics to determine your customer's preferred platforms and devices. By using Google Analytics you can gain insight into your site traffic and devices. With HubSpot Analytics you can identify and analyse traffic sources to determine what sources are driving the most value so that you can focus your efforts on the ones that matter.
Big Data
In today's digital space we are rapidly collecting data, but sometimes not even sure how to make use of it. The question then is, is this data for the sake of data or are we focussing our efforts on collecting data that matter? If the data you are collecting is not answering your specific marketing questions, should you be spending time and effort on it?
The Connected 'disconnected' buyer
In years past outbound marketing was able to capture the attention of prospective buyers through media like TV, radio or print, but in today's online world, buyers are actively trying to avoid intrusive advertising. I do not want to see an ad for business software on my Facebook feed whilst looking at baby pictures and cat videos. This leads to the decline of brand trust. People are tired of seeing ads they are not interested in constantly interrupting their social media browsing. I'm hardly going to buy a new financial system on a Saturday afternoon, but what I will do is listen to a friend tell me about their recent experience. Due to the increasing noise created by irrelevant ads, people are more likely to trust the recommendation of a peer or family before they will trust any form of advertising.
By leveraging multi-touch integrated marketing you can change that narrative by shifting your efforts to creating relevant and helpful content that will encourage more engagement with your audience on a platform of their choice. By combining digital marketing, analytics, content marketing, social media, storytelling, advertising, video, mobile optimisation and PR you can create a holistic buyer experience for your audience on platforms that work for them.
