Marketing Channels are the routes to your customers. Within each channel there are multiple touchpoints where the customer "touches" the business and where marketing channel collateral has the opportunity to communicate the ability of the business to solve customer problems. This can be as simple as a phone call or as complex as a multi-platform marketing campaign. Defined only by the complexity of the problems to be addressed and the ability to reach prospects and customers effectively each is an opportunity to add value and broaden the customer relationship.
There are virtually endless opportunities to advertise. The trick is to reach your customers effectively and efficiently with creative that will drive trial and conversion. Sounds simple and with digital different creative can be trialled, modified and measured. But there is also a world of print, outdoor, media and event advertising; sponsorship, advertorial and PR.
Account-based Marketing. The latest approach that adopts segmentation but which may go as far as one-to-one messaging as well as one-to-few and one-to-many. Each segment is defined as offering greater specific volume or profit potential and is targeted with specific campaigns and messaging, personalised offers and follow-up.
Having a customer or client database is one of the most powerful tools in the marketing arsenal. Combined with intelligent CRM through Sharpspring and a range of targeted creative it offers the opportunity to communicate with previous customers as well as those who have filled out website forms, undertaken specific website actions or been identified in what-if marketing automation planning.
Whilst digital has stolen much of the marketing limelight direct mail still has a role to play. Direct mail has the ability to communicate a much more complex message than many digital channels allow. It can make the most of a a creative concept and have the ability to really “surprise and delight” through great design. It will arrive on the actual desk of your prospects and it is less likely to be lost in a shower of emails.
Dealer marketing & management
Within the B2B world much of the communication is undertaken one-step-removed and is concerned with creating the marketing tools for dealers and intermediaries to reach end customers and consumers. The challenge is no less as there will always be a range of knowledge and understanding; national and international approaches; competitor actions and a wide variety of channels and perceptions.
Brochure and content
Its easy to underplay the role of brochures in the world of websites but like print as a whole they still have a role to play. Their particular strength is the ability to cover a huge range of product or service information within a compact format; within a physical “takeaway” offering longevity and long shelf-life. Comparisons can be instant and quality effectively communicated.
Supporting all of these channels is great design applied across a range of printed materials. Again, there is almost no end to the materials that can be printed with branding, campaign messaging, product or service information. As ever, the challenge is to adopt those materials that add value through quality, effectiveness, design and longevity.
How else we can help you
What are your brands? Which ones are products, which are brands? How will your brands develop and where does it make sense to build an effective architecture that recognises sub-brands, “children” and “parents”? What are the foundations for your brands and how well are they constructed?
The advent of digital marketing means every step can be tracked, measured and modified. Data is behind everything to do with digital marketing from user experience and tracking customer journeys; behaviours, design preferences and traffic flows through websites and creative effectiveness through a/b testing.
Creativity. The staple product of agencies the world over. No wrong answers just pure creativity that delivers in line with the brand driven from a different perspective that builds confidence, trust and reassurance.