A: For some marketers, a digital marketing campaign might refer to a strategy focused on specific channels, like search or display. In general, though, the most successful online marketing campaigns cover all the different channels a customer might engage with, because most consumers engage with a brand through more than one channel or touchpoint.
Customers, unlike marketers, don’t view their interactions with a brand in terms of channels. When they want to find out information on a brand or ask a question, they use whatever touchpoint is easier for them. They don’t care about the channel. To implement a successful digital marketing strategy, marketers need to connect with the consumer where they are in the journey, not where the marketer thinks they should be or wants them to be.
By only focusing on one or two channels, a marketer might miss out on the opportunity to effectively interact with the consumer. Instead, they should take an omnichannel approach and meet consumers where they are with the right content and with the right message.
A digital marketing campaign can also connect to traditional or physical channels. If a customer calls a company’s help line, or walks into a physical location, does the employee on the other side know who the customer is and what marketing efforts have already been delivered? By connecting a digital marketing campaign with non-digital channels — thus becoming truly omnichannel — a brand can create a holistic view of a customer and offer the most relevant and timely experiences.
But omnichannel might not always be the best option. If a company is getting nearly all its engagement on one specific channel, it might not make sense to spend money on channels that don’t drive engagement and revenue.
Each brand should know which channels their customers are using and how to reach them. For one brand, mobile might be the best channel to focus on. For example, nearly all of Uber’s customer engagement was driven through the mobile app until recently. Everything from booking a ride to leaving a review afterward occurred through the app. A hotel, on the other hand, might rely more heavily on directing people to the booking website through display or banner ads. Another company might focus their efforts on search engine marketing, with either search engine optimization or PPC, because potential customers are more likely to find their products by asking questions on Google.
If a company does want to add channels to the content marketing campaign, they can use the information they have to explore the other channels they could use to reach consumers. Uber, for instance, though a mobile-first company, has expanded their marketing to include email campaigns.