When considering your current approach to multi-channel, it helps to start with “Why.”
- Why you?: Before you can properly position your brand across channels, you need to be crystal clear on why people should engage with you in the first place. What’s your mission? Why choose you? Targeting your marketing is far easier to do when you sharpen the purpose behind the approach. How do you compare against the competition? Why should you stand out? Boil the “why me” into one simple truth. That truth becomes the foundation to help you build a memorable campaign across channels.
- Why now?: Once you have your core brand purpose identified and clear, it’s time to release control to your customers. Instead of a focus on push, shift to consideration of the end user and what they need most. How can you serve them best with the channel-specific experience? The beauty of great multi-channel strategy is keeping the customer satisfied – even enthusiastic – about engaging with your brand. Is it an in-store mobile experience connecting them to product reviews? Is it an app that tracks shipments or the funds left on a gift card? Asking “Why now?” helps you evaluate right message for the specific channel at the right moment. Of course, testing and proper data analysis will help to “grade” your answers.
Regardless of where the customer engages with your brand, the experience must be a positive one — consistent and seamless regardless of channel. Remember that tiny messages build upon larger messages – and all are important when building a meaningful brand experience. Connecting your touch points with a purposeful approach can make all the difference.