posted by Brian Johnson
One thing that holds back modern marketing strategy is, well, time and resources. There’s seemingly a million different ideas you could pursue and every day there’s a new long-form on Medium or Forbes saying how marketers 10x’ed their ROI with their email strategy or built a 1M-person list in 18 days through social channels.
Ultimately, there are only so many hours in a week, and a certain amount of people and resources that you have. Many marketers face the challenge of dividing their time and resources among their marketing channels.
The big buckets
For most organizations—with some variance, of course—the big buckets of marketing efforts go towards:
Some marketers look at these channels as almost competing with each other. And there is some truth to this—each requires time to build out and time dedicated to one is effectively time away from another.
Broadly, however, they do not. That’s what “omnichannel” is all about—maximizing your efforts on each channel to draw the most people into your brand. It’s not about one singular channel, but instead about how they can best interact and encourage each other.
Everything should complement each other.
App / Social / Email
Because these three are inherently tied to a person’s phone, they are often grouped together. Some brands will over-focus on Instagram, for example, because it’s “hot” right now among millennials and Gen Z. Having such focus on a brand’s social channel may take away from the time and resources from app strategy.
Or many brands have spent years building a strong email list and devote all of their energy into their email strategy. But without social and app channels, these brands miss out on entire audiences within their market.
But it doesn’t have to be this way. These channels can all work together and encourage the others. Here’s how it could look, for example:
Big event: A wireless provider launches a new product.
In this way, social is designed to build community, the app is designed to be a hub for user action, and email is a way to drive current and potential users into both the social community and the app.
All three complement each other and none step on the toes of the other two.
The end result of an omnichannel strategy will be far greater than any singularly utilized channel, for both the end user and your brand.
To learn more about the channel we specialize in, read our blog post: How I Became A Mobile Marketer in 30 Days
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