How does multi-channel consumerism impact content?

What is multi-channel consumerism?

Customers today are largely channel agnostic. This means that they are ready to interact with brands on whatever devices or platforms they happen to be using at that time. They may check emails on mobile, shop on desktop, and redeem social media coupons in stores. They want to access brands across a diversity of channels and the brands that are unavailable to fulfill these spontaneous needs will be overlooked. Integrated marketing is quickly becoming an important part of any marketing strategy.


How does multi-channel consumerism impact content?

In a multi-channel environment, brands need to create a consistent voice for the various platforms where customers expect them to be. Brands also need to develop content creation strategies that span multiple channels, forming uniform goals and processes across all aspects of the different marketing specialties.

Your content creation process needs to align with your earned, paid, and owned channels. The content development professionals need to work together with the different types of marketing specialists to learn how to best target customers on the different channels and how to create a uniform goal and strategy that will encompass them all.


How do you develop an integrated, multi-channel content production process?

For an integrated marketing program to be successful, the silos that had previously separated different types of marketing can no longer exist. Follow these tips to create success and alignment throughout your marketing campaigns:

  • Break down the walls that separate the different team members. Hold trainings and meetings where the different groups will meet and get to know each other's strategies and processes.
  • Offer trainings where people can get to know the basics of other specialties within marketing.
  • Create a joint understanding of the voice and tone that will be used when creating content for customers or speaking with them directly.
  • Form joint projects where you create goals and messages that will be the same across the different types of marketing.
  • Promote the content across the different platforms.
  • Measure your results. Look at how individual campaigns have impacted goals such as brand lift and revenue.

Customers today are active on a variety of different channels and brands need to be ready to meet them where they are to encourage them to move towards conversion. This means creating content as a team and reaching over to other specialties, developping solidarity as a team and a uniform voice for interactions with customers.