According to Suzanne Schwartz of GartnerMKTG, there is a sweet spot in multichannel marketing where there is an opportunity to minimize both lost opportunity and being spread too thin. Read more in AdExchanger here. MarketingStrategy CMO
Are enabled to handle more complexity, includingWhat this could mean in practice is that those with more channels are more likely to develop their multichannel investments through investments in mar tech , which then enables them to optimize across their channels and more easily add newer channels to their channel mix. They are also more likely to have developed ways to collect first-party data based on this investment.Seelead generation quality.
In other words, those with fewer channels could focus on driving specific key sales results through channels such as display ads or social media ads. Those with fewer channels in the B2B space also focus more exclusively on improving their lead generation quality; with a more exact understanding of a prospect, converting them with fewer channels could be easier.: Marketing leaders should evaluate current customer behavior at least biannually.
This will enable you to see where consumers use multiple channels at once, where channels have compounding effect and where they amplify each other to continue to refine marketing tactics.Marketing leaders should avoid an everywhere-all-at-once approach and ensure that any potential channel additions have been thoroughly assessed from a value-add perspective. Be prepared to take a gradual approach. Prioritize based on existing business gaps and customer and business needs.
Marketers should recognize that there are benefits to adding channels when they’re optimized for value and do not spread teams too thin. But they should also realize having fewer channels can also enable optimization and improved performance in specific areas with the right focus.” is written by members of the media community and contains fresh ideas on the digital revolution in media.
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