Multichannel Marketing Strategy
Brand Image and Positioning Strategy
Audience segments specific messaging is possible because of social media and this should be exploited to the hilt, to address the interests and concerns of individual segments if relationship building is to remain authentic and be sustained. The brand strategy and digital intersection here provides the axes of the message – the what to the who and digital marketing capability enables carrying the message. People are critical to maintaining this flow. Employees must be completely clear on principal brand architecture elements and be able to communicate in the brand voice and in alignment with the brand’s positioning. This takes time, but in the quest for resonance, it pays to invest with in this process with a long term view in mind.
Your content should ensure that you stand out and is in keeping with your positioning. All communications should dovetail and be in the voice your customers are learning or have learned to expect from you. As well as brand building, content should be used to educate, entertain and above all reinforce the brand benefits and values that customers will recognise as aligned with the brand personality.
It’s interesting to reflect that there is no practice stream that we deal with that does not have CX as an integral part of improving and embedding, whether it is for positioning or for processes! In the case of Digital Marketing, it’s necessary to understand all the points of the customer journey and all the points at which your target segments engage with, communicate with or otherwise consume outputs from your business. This allows insights into where to reach them and what messaging – relationship building, information providing or marketing, to provide at every stage.