Build a cross-channel marketing organization by:
- Creating a cross-channel marketing strategy to align with your strategic objectives.
- Building a single point of integration for online channels.
- Measuring a common cross-channel metric so you can compare among all channels and campaigns.
Great stuff. But how do you choose the channels?
Selecting the right channels for online content
We've got a nifty process we use to determine which channels should be used for a given campaign, product, piece of content. We need a strategy for sorting through all the media options and picking the ones that allow us to support business goals. By focusing both on the purpose – the desired result – of the communication and the needs of the audience consuming it we’re more likely to choose the most effective media.
Here's how we do it:
- Brainstorm reasonable media options: Include stakeholders from across the organization, like marketing, CRM, sales, etc. (for more ideas, check out the first box in my content supply chain model)
- Filter ideas through your purpose: What do you want the audience to think or do?
- Filter through your target audience(s): Who are they and what channels do they use?
- Challenge your assumptions: What channels “should” we use because of existing partnerships or corporate expectations? Do any media create legal or regulatory issues? What outlets does our audience expect to use?
- Select the final media mix that best suits the purpose and audience of your online marketing and content.
Here's how it looks as a process:
Spending less time, being more effective
- Save time and money by avoiding extra cycles to correct miscues.
- Increase buy-in from management and other stakeholders.
- Ensure better integration with other initiatives and goals.
- Get better results by delivering the message to the right people through the right media