The Brexit vote surprised us all but in the world of international comms, cross channel marketing is alive and well. Also referred to as multi-channel or omni-channel marketing, it refers to engaging with key audiences across every digital – and traditional – channel and any device.
Its increasing importance is due to the mind boggling digital disruption we’ve witnessed in recent years, neatly encapsulated in the graphic below, which depicts what happens in one internet minute. For example, Google processes over 2.4 million searches every minute. Simultaneously, over 700,000 people login to Facebook and Amazon sells over $200,000 of physical and digital goods. Perhaps most notable are the growing number of digital platforms and channels available for a customer/prospect to now engage with a company on, not only for purchasing but also for recruitment and customer service.
Users interact with different channels in different ways, and each has something unique to offer, from video based platforms such as Vimeo and YouTube to image messaging or multimedia apps such as Snapchat.
However before launching head on into each channel to market your product or service, it’s essential that you undertake some research. Don’t rely on guesswork; try to understand each channel’s relevance and popularity in your market segments, which may be geographic or focused on an industry sector such as construction.
What we’re finding is that as customers interact across these different touch points – websites, social media, in-store, mobile and tablets – they increasingly expect a customised, personalised and consistent experience for a global audience. Interestingly, this increasing personalisation is leading to more demand from clients for professional translation where the content is localised for the respective target audience. One of the core reasons for this is that effective multichannel communication relies on main thing: content. Creating and leveraging relevant, high quality content is essential to get close to a customer and to encourage them to behave and act in a certain way; building this rapport in their mother tongue is an essential for international marketing and internal communication managers within global organisations.
Finally, it’s important to wave a final farewell to the silo mentality if it exists in your organisation. To meet these challenges head on, businesses really do need an integrated programme where sales, marketing, customer service and HR all dovetail as part of a core business strategy, and one which is then executed with a clear comms plan.
I’d love to hear your views: @katieeking or Katie@zoodikers.com