Multichannel And Social Business Opportunities

Oct. 14, 2011 - PRLog -- So many platforms and channels - so many new interactive opportunities! Negotiating today’s multichannel landscape requires a multi disciplinary approach, which will effectively integrate search marketing with social media engagement, so often kept apart or lacking in company campaigns.  

It’s not too difficult to see why some eCommerce or service site owners might simply refuse to delve too deeply into the more complex issues of putting together socially integrated marketing strategies. The increasing complexities of assimilating purposeful content creation with socially determined and appropriately deployed online marketing demands considerable time, skills and experience.

Treating platforms and channels as separate mediums without means to connect is counter intuitive to today’s consumer behaviours. While it is certainly true that each channel, such as email marketing, PPC ads, Twitter, blog, print advertising and YouTube videos are subject to their own messaging criteria, consumers expect a ‘customer experience’ of seamless access, engagement and sharing of content.

It’s more than just network and device functionality and software performance. Today’s most effective online / offline encounters understand the rich relationships that arc between search and social media,
content discovery and customer-centric brand engagement.

As a result, keeping control and maintaining focus on link building, content messaging and meaningful interaction is a daily necessity. Visibility through content marketing is reliant on relevance, value, location and timing to reach and connect to niche market segments. Brand responsiveness is a natural expectation when social followers and site visitors engage to tweet, comment, rate or review.

Site owners need to understand that purchasing is only a culminating step in the ebb and flow of social engagement, which should continue across a ‘prospect to conversion’ lifecycle. Adaptive marketing responds to customer needs and creates an ongoing interaction across their chosen search and social channels and technology platforms.

Adopting a social business model opens up the possibilities to all possible and meaningful channels of exchange without confusing or devaluing each separate discipline. The importance of developing a brand identity with a human face underpins the connection between people, content and insightful experiences.  

Optimising for multi channel means taking a multi disciplinary approach to creating awareness, building confidence, encouraging relationships, and sharing content. Differentiated but integrated, search and social, online and offline are inseparable to discovery and long term valuable outcomes.

Social media and content marketing are forging new links between search and discovery.

Where insight and learning lead to greater site goals and convergence to conversion.

Visit http://www.weprovoke.co.uk for more information and advice.

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Visit http://www.weprovoke.co.uk for more information and advice.