At a time when consumers are not only using computers, but also tablets and smartphones, marketing adapts every day and offers businesses many ways to communicate more relevant and technical. Between social networks and the new possibilities in terms of retargeting features, advertiser campaigns are more original and above all multiplatform. But it is sometimes easy to get lost in the many possible choices, and in this context the consistency of the marketing strategy is paramount. Here are the 5 golden rules to know about managing your multiplatform marketing.
What is cross-platform marketing?
A multiplatform marketing is distinguished by the establishment of campaigns on several advertising media: be it TV, radio, print media, SEO or social networks. In a multiplatform campaign, one seeks to multiply the entry points and / or to create a certain repetition of the message to enter more effectively the memory of these targets. This is for example the case of campaigns that have a marketing strategy integrated into a pre-established sales funnel, allowing the various platforms to come and integrate at each stage of it.
Today, marketing platforms are very numerous, but as examples we can cite some of the best known, namely:
- The email
- The television
- The website
- Mobile marketing
- Social networks
- Postal mail
- Printed documents
- Point-of-sale communication
What are the benefits for your business?
The main advantage is obviously to significantly increase the entry points and therefore the effectiveness of your campaigns. Some platforms are particularly effective when they are used together, as is the case, for example, with a YouTube video that can boost natural search on certain keywords, or a television advertisement that can increase your traffic on social networks. by embedding hashtags in his message. Which says more efficiency, so says more traffic and more sales. But the multiplication of entry points also has the advantage of reaching different categories of people, using different platforms and according to their needs and preferences, thus widening the impact of your campaigns. On average, A good reason to quickly adapt your strategy to this reality.
Another interest in knowing these targets well is that they can be effectively touched according to their uses. Ask yourself for each platform, what is the best time to send your messages to optimize your results? You can test different theories; the results that emerge will allow you to stand out even more easily from the competition. But a multiplatform campaign is all the more interesting if the platforms are truly interconnected and truly complementary. Indeed, the multiplication of the messages is one thing but when one organizes its campaigns so that a surfer having already shown an interest receives a revival by another means, one increases all the more the probabilities of engagement some others.
Offer a real added value:
Multiplatform marketing, and web marketing in general, necessarily means content marketing. The content is always a very important element of your campaigns because it is he who will determine the interest and the feeling that will have the targets for them. Providing added value in its content is a simple way to implement, but that can make you benefit from very good results in the long run. And like any effective campaign, the content must be attractive to the consumer if you want it to be effective for your sales in the long run.
Do not hesitate to be inventive and creative, because it’s a perfect way to stand out in a fun way, while encouraging users to share your messages on social networks. For that, you can organize brainstormings with your teams or better, to appeal to a specialized agency which will create a adapted and original message that you will be able to diffuse on all your platforms. Remember that the emotional value is an asset to stay in the minds of your targets and even, for your brand.
Customize your campaigns:
It is not enough to show a message on different platforms to get the best results, you also have to attract and keep the attention of your targets if you want the best possible ROI for your campaigns. And it is with this goal that personalization is truly at the heart of the success of multiplatform campaigns. In fact, according to the infographic below, 73% of consumers prefer a personalized shopping experience and 46% spend more if personalization appears on various platforms. A trend to take very seriously, especially since the marketing tools available at the moment make it much easier to customize campaigns in this direction.
Today, personalization is a real differentiating criterion in your market, because with the multitude of messages that consumers receive all day long with advertisements, we have to find new ways to attract and engage them. Especially since a multiplatform marketing strategy really focuses on the journey of individuals, not just on possible entry points. Therefore, customization is a quite consistent practice in cross-platform campaigns and can be viewed in different forms depending on each medium.
Choosing the right KPIs:
Multi-platform marketing is typically favored by the new statistical means available to advertisers today. Depending on your campaigns, you will be able to define indicators specific to the platforms used as well as your specific objectives, to be able to follow them regularly of course, but also at certain key moments of your campaigns. Moreover, the KPIs will also allow you to achieve a real optimization of your efforts depending on what you analyze that works best, that is to say by focusing on the best platforms that will be able to engage the consumer in ways that fast and powerful.
To establish these KPIs it will be necessary to ask you the question of your real and final objectives. What is your main goal as part of your multiplatform marketing strategy? Is it for example to take off your sales, to support the communication on a particular product in the launch phase, or to work on your image and your reputation? These questions are far from innocuous because they will determine not only those performance indicators that will be valuable to you in making your decisions, but also how you will organize campaigns to optimize your follow-up.
In this context, a very good practice when you order a social network campaign in your marketing strategy, is to use hashtags. The hashtag is a term that follows the sign ‘#’ on social networks like Twitter, Facebook, or Instagram. Creating a personalized hashtag based on your message and your company will create a real exchange between members on the networks and possibly create a buzz on the web. But you should know that you can also monitor the effectiveness of your campaigns by measuring the number of effective shares that your publications have generated.
Finally, remember that a multiplatform campaign can generate significant costs, due to the multiplication of media including. It is therefore essential to organize one’s efforts in order to aim for an optimum ROI. And this necessarily involves regular monitoring and statistical control to ensure the smooth running of things, but also through a test phase to be certain of its investments. So, do not hesitate to organize your marketing budget to be flexible and rearrange your campaigns as needed, and do not rely on the results of a single test to make your conclusions; organize your decisions according to a group of diverse and varied statistics to identify trends as objectively as possible.