In today’s fast-paced digital climate, businesses have more options to market to their consumers than ever before. 78% of companies believe multi-channel marketing is important, but more than half (51 percent) feel they are falling short. Combining traditional marketing channels with digital platforms will multiply your small business’ reach with an ever-expanding array of opportunities. Here’s a high-level view of both traditional and new media that make a up a healthy marketing mix.
Dive into digital:
Digital marketing, which includes online, email, social media and mobile marketing, is on the rise. Of the 82% of small business owners who engage in digital marketing, 44% say it is imperative to their success. Digital marketing is easily customized and measured and can capture interested consumers where they browse online.
Discover the power of print:
Print remains an important and highly effective tool in the modern marketer’s toolbox. Consider that 81% of people still prefer to read from a printed page over reading from a screen and 88% of people say they retain information better when they read print. Print marketing creates a high level of trustworthiness and nuance while connecting with a local audience.
Try out TV:
The average American watches almost 3 hours of TV daily, which presents marketers with a number of opportunities to reach consumers in the comfort of their own homes. This highly visual channel provides access to a large audience and emotionally engages viewers through storytelling on both a visual and audial level.
Reach out with radio:
While radio has a smaller audience than TV, radio ads may make more sense for many small businesses because they are generally less expensive and give advertisers the chance to present a lot of information about a product or service in a short amount of time. Radio also provides a localized audience and faster and more affordable production.
Consumers need to see an ad an average of 7 times before acting, so successful marketing plans include multiple channels using multiple touch points to engage with your customers. The most effective marketers don’t utilize these channels alone, but together in an overall strategy, with each part building on and complementing each other.
To learn more about how your small business can plan and implement a multichannel marketing strategy, download our whitepaper here. You’ll gain additional insights into:
- How an integrated strategy and seamless messaging can boost performance of each medium
- Simple ways to build measurement into each channel and gain valuable insights from metrics
- The advantages and disadvantages of each marketing channel