Marketing Using the Multi-Channel Approach

By Shirley Leung, Brand Marketing Specialist, Business WireOver the past few decades, the media landscape has been a rollercoaster of changes, evolution and revolution. Advances in technology, growth of the internet and adaption to new digital practices have changed how we communicate and how we collect information and gather news. So here are three musts for every marketer to master the multi-channel approach:1. Mobile-FriendlyWe’re in the digital era, not implementing a fully responsive website is just technology faux pas. Media consumers are increasingly ditching stagnant desktops and laptops in favor of mobile, so not only is this where your audience wants to see your content but also expects you to provide that content in an adaptable format. A mobile-friendly website has many major advantages: clear navigation, easy-to-read text, faster download speeds, improved user experience and can recognize what kind of device is being used. If you’re not optimized for mobile, you’re missing an opportunity to reach potential customers and clients.A recent comScore report states there was an overall 57% increase of mobile users while the news sector saw an audience growth of 66% on mobile. With these numbers to keep in mind, mobile is a force to be reckoned with.Even Google has made changes to its search algorithm that favors mobile-responsive web designs so don’t penalize yourself or your business! Not only will Google be less likely to display your site in the search results, but having a responsive site also helps with mobile SEO, search traffic and organic reach.Not sure if your website is mobile-friendly? Test your site URL using Google’s Mobile Friendly Test.Learn how Business Wire can amplify your news with GMSM features.2. Social MediaRegardless of whether your brand is taking on the “digital-first” approach, social media is one of the biggest weapons in in any marketer’s arsenal. Many marketers struggle to seamlessly blend social and traditional marketing practices because they see one or the other as a sole strategy and not both as a tactic. By using this integrated approach, your brand is maximizing impact and putting every single marketing dollar to use which ultimately increases ROI.This naturally leads to a multi-channel approach where social is most commonly used to extend the message from direct mail, television commercials, print and other forms of traditional marketing to be continued online. While traditional marketing reaches the masses, social will allow you to actively target (and retarget) your audience in real-time and also at a lower cost than traditional! By using both of these methods simultaneously, your brand is bound to reach more prospects and achieve higher conversion rates.Learn more about integrated marketing as covered on Tempo, Business Wire’s home for white papers, trend reports, videos, articles, tips and tools.3. AppsThe development of a branded mobile app usually comes later within a marketing strategy. This includes advertising or branded content delivered to smartphones, tablets and other devices. So where does it exactly fit?A mobile app isn’t a “one size fits all” strategy but should work alongside your current strategy. Find your niche and run with it! By defining your target audience, you will be able craft content for your app and hold on to the app market space with other big name brands but not necessarily compete with them. Know who your ideal clients are and deliver content that’s unique and useful to their needs.Recognizing the growing audience in digital and mobile news, Business Wire’s digital news series, BizWireTV, brings the best of both worlds. Designed to showcase the hottest news stories published over Business Wire’s distribution network, episodes can be watched on-demand, any time, while on-the-go.Learn more about the new BizWireTV app.Make your move!Implementing a multi-channel approach is a game-changer. Today’s consumer uses several different channels and devices to communicate. By using a multi-channel approach with consistent messaging, a single user is able to pick up several touch points in between channels and devices from reading a news release to seeing your presence on social media. Now give your customers the multi-channel experience they won’t be able to resist!