In the world of e-commerce, it can be difficult to become known, seen or heard, particularly if you’re an SME without deep pockets to spend on the marketing machine. There’s so much activity in the digital world that, as a customer, it’s a little like going down a high street with rows of shops that are thousands deep and thousands of storeys high, each offering different goods – and somehow you have to find what you want without a map.
This means that helping your customers find you has never been more important. Whether it’s PR or celebrity endorsement, e-mail or TV, the need for publicity and marketing through multiple channels is an increasingly essential element for businesses in the world of e-commerce.
A friend of mine had seven siblings – and, as a child, getting the attention of one of her parents when they were all together at mealtimes could be tough. Her tactics ranged from shouting to crying to getting up and quietly speaking directly into an ear.
Which is just like marketing. Broadcast, social media, PR and advertising all offer an opportunity to be heard by your target market – if they’re listening. But sometimes it can be helpful to deliver a personal or private message directly into the ear of the individual you are targeting. That’s what direct marketing is about – whether it’s email, direct mail, telephone or social. And it’s even more powerful if used in combination with an awareness-generating channel in the first place so that there’s recognition when the direct marketing message is received.
For me, that’s the challenge and fun of multi-channel marketing – using all the relevant resources available to get your message across, and making the message relevant to specific individuals. And with the sheer volume and detail of data available now, there’s no real reason not to do an exceptional job of identifying, understanding, targeting and reaching your customers with appropriate messages and offers.
Even better, you can actually measure the results and see how wisely you’ve spent your budget – an essential part of planning your next campaign.
In our marketing and data consultancy, Tuffill Verner Associates, we have helped businesses generate awareness and sales both on and offline. With over 30 years experience we provide results-driven, data-led, clear, tailored practical and creative advice to businesses who want to make the most out of their marketing activity.
If you’d like to chat about your business issues, please call Victoria on 01787 277742 or email victoria@tuffillverner.co.uk
The TVA Marketing Blog 