Selecting Channels – Which Ones Are Right For Your Business

There are many different GEN IPTV Subscription and options for companies to interact with customers, but which ones are right for you, and why is a multi-channel strategy better than a multiple channel strategy?

It seems that every month there is a new channel of opportunity to communicate with your customer. With all the different options, how does a company select which one(s) are right for their business, and how do you put a strategy together to maximize the effectiveness?

First, there are way too many channels to review each one, but there is an understanding that can be applied to each that should be a part of your overall Marketing and Channel Strategy. The important factors are: what are you trying to say, how you want to be perceived, who is the customer that you are looking to reach, and when should you engage certain channels.

Before I address these questions, let us look at the difference between a multi-channel and a multiple channel strategy. Understanding the difference will be very important as you move to select different channels to promote your message, sell your products, and connect your brand with prospective consumers.

Multi-channel strategy involves selecting channels (ex. print, direct mail, television, online media, social networks (Facebook, YouTube, Twitter, etc.) that are based on creating awareness of your product or service, driving the customer to the procurement phase with a consistent message across channels, and most importantly using the different channels to complement each other, as well as maximizing the different channels value-added proposition to align the message and engage the customer. This form of marketing opens the doors to different formats to engage a prospective customer using a consistent message with the understanding that the strength of a multi-channel strategy is only as good as its weakest link, thus no channel should be engaged independently. The focus is on communications with the knowledge that customers jump across channels to obtain information, and that no single channel will be the panacea, but by selecting targeted channels with messages that complement each other your chance of moving that customer to the procurement phase increases exponentially.

In addition, each channel should be supported by analysis with regards to return on the investment for that channel. Though measurements will vary per channel based on its form of communications, this is a critical step as you move forward with additional communications while determining which channels offer you the best value and opportunity to connect with your customer.

Multiple Channel Strategy is typified by the term 3E’s (Everything to Everybody Everywhere). This is a scattergun approach where you shoot nuggets of information across many different channels, but there is no focus on creating a targeted message that maximizes the value of the different channels. You are not utilizing what the new channels of communications bring to the table with regards to engaging customers on their terms.

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