A few decades ago, it was easy to map out the customer experience. You only had to deal with a handful of marketing channels, such as mail order catalogs and commercials. Things are a lot more complicated these days. You have consumers checking out your products on multiple devices, looking up information from all over the Internet and going most of the way through their journey without getting in direct contact with you. In fact, they may not ever talk to you. How can you adapt to non-linear marketing?
Integrated Marketing Campaigns
Many companies try to keep their online and offline campaigns separated from each other and often use different teams entirely for these processes. However, optimizing your non-linear marketing efforts requires bringing both sets of channels together.
You can get results that are greater than the sum of their parts when you create marketing campaigns that use multiple channels to build up the message.
Content Marketing to Build Trust
You don’t have control over the channels that a consumer explores during their journey to a conversion. However, a robust content marketing strategy increases your chances of getting your content in front of them at each major step. The repeated exposures to your brand and message build trust over time, especially if you avoid hard sales messaging and take on the role of a trusted advisor.
The modern consumer jumps around between all of their devices and uses whatever is convenient for them. That channel selection might not be the most convenient for you, but you have to accommodate their expectations. After all, your competitors might offer the full range.
You have to strike a careful balance between the omni-channel experience that transports your customers seamlessly and the risk of stretching yourself too thin. This aspect of non-linear marketing may be something you need to scale up to over time. Try to establish a bare-basics configuration of your website, email and social networking channels to begin with. This covers most of your bases, and you can build a presence on the social platform that has the highest population of your audience.
Non-linear marketing requires a comprehensive approach that’s far different from putting a few ads up here and there. When you do it right, you end up with loyal and happy customers.
CATSY makes it easier to store product data and images and then push to multiple channels like eCommerce, online marketplaces, and more. Reach your customers in every way they shop and share data with outside sales and dealers. More at www.catsy.com.