The Questions Every Modern Marketing Plan Should Answer: Question #3
My first two posts in this series addressed the need to incorporate client lifecycle planningand client personas in making marketing communications more effective. My third critical question addresses the importance of connecting these communications so that one brand interaction leads to another, and that each touch point provides a consistent customer experience.
QUESTION #3: Are my marketing channels interconnected?
In the post-digital age, it is critical to recognize that a consumer’s interaction with your brand can take many forms and has many entry, migration and exit points. Modern consumers are empowered by new media. Because of this, they are becoming less tolerant of intrusive communication, yet they demand content, more than ever, from the brands they allow into their consideration set.
A whopping 68% of US consumers multitask while watching TV*, and buyers go through 57% of the purchasing process before ever talking to sales. These statistics point to an important fact––modern consumers use interconnected channels to find and evaluate your brand promise, then to anonymously explore and validate marketing claims. And, they repeat this step at every point along the buyer’s journey. So the key is to map a holistic view of your channels, and the various ways that consumers might connect these channels on their path to consumption––then, deliver consistent, branded and marketable content across that path.
In order to plan communications that interconnect your marketing channels, a helpful first step is to set up a channel planning matrix for each market segment, according to customer lifecycle and stage-of-readiness (see example below).
In the example above, stages of readiness are defined by the following objectives:
Objective: Call to action
Objective: Reinforce competitive superiority
Objective: Engage market mavens and brand evangelists
This high level context for how your marketing channels can connect to move prospects and customers toward consumption is a crucial starting point for creating a connected communications plan for each market segment.
Stay tuned for the next steps.
* Source: North American Technographics® Online Benchmark Survey (Part 2), 2013