Life was much simpler 20 years ago when it came to marketing your product or service. You chose one or two primary delivery channels such as newspaper advertising, radio, television or direct mail. In today’s fast–paced Internet world the average person accesses 7 of these different channels on a daily basis (see our webinar slide deck). Not only are people on many more channels than they used to be, they are on them for considerably less time. For those of you with teenagers like me, you know that the average attention span of the younger generation is considerably less than 60 seconds.
So what does your teenager’s extremely short attention span have to do with marketing? The answer is much more than you would think! Earlier I mentioned the number of channels the average person accesses on a daily basis.
Let’s take a brief look at each of those channels:
- Email-most people have both a business and a personal email, so that’s 2 channels.
- Phone (landline, mobile)-some people have multiple mobile phones, so another 2 channels here, possibly 3.
- Physical address (both business and home)-2 for most people unless they work at home.
- Social media accounts (Facebook, Twitter, LinkedIn, etc)-Facebook has in the neighborhood of 1 billion accounts. Again, most people have two in this category; if you are under 30 probably, you probably access 3 or 4 social media accounts.
- Online forum membership-the average person probably has at least one group they are connected with.
- SMSt messaging – this is technically part of your mobile phone, but due to the staggering growth in this area I would classify text as its own channel.
Adding these up, we can conservatively come up with 10 channels and possibly up to 15 depending on your particular demographic.
The best analogy I can make for multichannel marketing versus marketing to a single channel is a dartboard. With a single channel you have one dartboard and consequently one opportunity to reach people. With multichannel-marketing you can have multiple dartboards and in the process, greatly increase your odds of reaching your target customer. A lot of marketing is timing: reach that person at the right time, in the right place. Multichannel marketing will provide you with a better mechanism to make that happen.
One element that trumps everything else when it comes to marketing today is relevancy. If your message is not relevant to your customer or prospect they will not listen. So in addition to being on a number of channels, the message you put on those channels has to be relevant. This is so important I mentioned it twice!! This is probably a broad generalization, but if you want to consider the importance of relevance consider Facebook and Google. Take a look at their current stock prices, currently one trades at about 40 times what the other one trades for. I like most people think of Google when I am searching for something. Facebook is trying to enter Google’s space; they won’t significantly impact that space until they become relevant when it comes to search.
I will talk more about relevance in our next blog, thanks for taking the time to read the Steven’s blog! If you want to find out more about Steven’s visit our website, www.stevensmutlichannel.com.
Stevens Multi-Channel Marketing is a full service integrated marketing agency in Pleasant Hill, CA providing print, mobile and online marketing services to businesses and non-profits in Northern California, including the San Francisco Bay Area and East Bay cities including Walnut Creek, Lafayette, Concord, Danville, Orinda, Moraga, Oakland, Berkeley