With consumer choice today varied and diverse, it is becoming more difficult for businesses to stand out from the crowd and pull in sales. If another company is selling similar items or occupying the same market space, then it is important that innovation and creativity are used to create a point of difference. Meaningful relationships with clients and customers are never going occur with passive business behaviour – so marketing and advertising campaigns need to be sharp, punchy and personal to ultimately reach your target audience.


Working with professional marketers

If a business team has been stuck in the status quo for many years, then changing habits and developing a new market strategy can be hard to achieve. This then creates an opportunity to seek assistance from the many industry-focused media and digital communication groups. Enabling the professional third-party to take control of building communication channels and establishing brand awareness can take the pressure off struggling companies and allow them to concentrate in cementing other parts of the business.

Multi-channel marketing?

Once you have joined forces with a specialised communication team, it is possible to experience the many different strategies that 21st century businesses require to be successful. Multi-channel marketing can be described as all about choice. According to US business analytics company SAS, multi-channel marketing refers to the practice of interacting with customers using a combination of indirect and direct communication channels.
This can be done though websites, retail stores, direct mail, email or even mobile. The more platforms that your brand and image can occupy, the more chance that customers will take action as a response. There is also the possibility that you can establish yourself as an industry leader. Having just a website, for example, severely limits your target market so it is important to follow the audience to where ever they may go. SAS research suggests that multi-channel customers spend three or four times more than single-channel customers.

Social media activation

Customers are no longer ‘a one square at a time’ king in your game of business chess.  Since the proliferation of social media platforms such as Facebook, Twitter and LinkedIn, you can turn your customers into the Queen and use them infiltrate all corners of your target market at once. According to Deloitte, social media is “helping customers become advocates for marketing, for sales enablement, and for servicing”. Dave Hanley, principal at Deloitte Consulting LLP, explained that customers today don’t always follow traditional marketing methods such as print and radio and are more likely to listen to recommendations and responses from peers.  “We have seen the rise of informed, passionate audiences who are actively sharing what they are interested in, buying, and using – in their own words, to their own networks,” he said.  “The power of social activation is when others are advocating your message in their own words to their network.”

Educating an audience through content on social media can create long-lasting results. Although, this connection must be maintained properly, given how fickle today’s consumers are.