As a longtime marketing and business development professional, Justin Bumann has experience with a variety of media channels. Justin Bumann uses multi-channel marketing to create a diversified consumer outreach strategy.
Today’s consumers expect to be able to interact with a company in multiple ways. No longer satisfied with the passive viewing of commercials, they visit websites, interact through social media, and otherwise engage as active participants. Multi-channel marketing acknowledges this contemporary trend in a way that maximizes positive participation, providing multiple opportunities for engagement.
Multi-channel marketing allows advertisers to target a particular demographic based on that population’s media use. A mobile message, for example, may be more likely to reach a consumer who is ready to make a purchase decision, whereas a traditional web advertisement may target one who is in the process of conducting research and may respond well to an email offer.
Similarly, multi-channel marketing enables a company to utilize particular platforms in ways that match the behavior and expectations of their users. A Twitter ad, for example, can provide a snappy and engaging 140-character message, whereas Facebook provides the opportunity for a user to more deeply explore the company’s character and mind-set by reading an article or following a blog link. Either channel can allow the consumer to re-blog the content and thus create a sense of personal connection with the company.
Furthermore, because many of the most popular marketing channels are highly measurable, advertisers can determine which are the most effective, and customize strategy accordingly. If a particular media channel is not generating conversions, the advertiser can re-allocate the associated costs into a platform that is performing more effectively.
Return on Investment
For more than 20 years, Justin Bumann has developed multi-channel marketing plans targeted at generating strong returns on investment. Justin Bumann uses advertisement performance data to inform the continuing development of each advertising plan.
To make a digital advertising strategy successful, a company must first be able to track the success of each media buy. Many advertisers find this easiest to do with more interactive advertisement types, such as display ads. By assessing available data, a company can determine the percentage of viewers that actively engaged with the content, as well as how many navigated from the ad to the company’s website or a purchase site.
Producers of video content may be able to use similar evaluative strategies, particularly if the video invites a user response. Advertisers can assess click-through rates, as well as the percentage of those who watched the video to full or partial completion and the amount of time that viewers spent with the content.
Companies can also track return on investment by evaluating indirect data. One technique is to search for mentions of the company on social media, so that the advertiser can see if positive mentions increased after the advertisement ran. Similarly, some companies check web traffic numbers both before and after the introduction of the advertisement, to see if users are entering the address into search bars rather than clicking through directly.
The same type of assessment can support an accurate ROI evaluation for companies that run native advertising, defined as informational and promotional content presented in the form of an article. Those who purchase banner ads and other programmatic advertising may benefit from similar techniques, whereas investors in pay-per-click and search approaches tend to receive more information from conversions and direct clicks.