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The Omnichannel Approach: Developing strategic communication strategies
In order to create a successful communications strategy, paid and organic marketing must be utilised in harmony to provide the most effective results.
We welcome The Omnichannel Approach to our campaigns and branding.
Listen to Senior Marketing Manager, Jessica Peake, and Marketing Manager, Lucy Croft, discuss why businesses require an omnichannel approach:
0:00
Jessica Peake
I think any successful communication strategy must start with understanding your commercial objectives and your audiences. Every different channel and platform have a completely different purpose. So, there’s definitely no one size fits all approach.
0:13
Lucy Croft
When we’re looking at different channels to utilise, it’s more than just paid versus organic. There are socials. There is paid advertising – which is an umbrella for a variety of platforms.
You’ve got paid socials, paid Google ads. A multitude of different techniques you can use. All of which have different audiences beneath them that they target.
I think it’s understanding whether it’s organic and paid – but also what is beneath those main acquisition channels and how to utilise them for speaking to your audience. That sets the stage for thinking about your tone of voice and how you are going to speak to them.
So, using social listening: looking out for how they already communicate within that community, and applying that to your own messaging and language is the way to make sure you connect. You’re not just serving your content in front of them, but you’re actually creating that connection.
1:07
Jessica Peake
Definitely. I think, a lot of businesses really common mistake that they make is assuming that every single channel and platform is appropriate for them. It really does start with that competitive landscape.
Audience analysis. Building out your audience profiles. It’s so important to, like you say, really understand who you’re speaking to and why. Also, what actions and behaviours you want them to take. The expectation of the consumer, and the digital understanding of the consumer is so incredibly high.
Marketing has just become completely transformed, and it can often feel overwhelming with the amount of channels and platforms that there are.
Reinforce your communications strategy with The Omnichannel Approach, unlocking your brands potential with powerful messaging across key platforms.
Want to hear more? Listen to the full conversation below…
Panel:
Jessica Peake
Senior Marketing Manager.
Find them on LinkedIn.
Lucy Croft
Marketing Manager.
Find them on LinkedIn.
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