Communicating a consistent brand message across multiple platforms has become an essential role for every strategy department. Gone are the days where a load of cash can just be chucked at television or print, there are now a mixed bag of channels that need to be satisfied if a company's going to elicit interest from its consumers.
IBM reported that four in ten marketers deliver inconsistent messages across the now abundant range of devices that consumers now possess, a worrying statistic considering the importance companies are now placing on integrated campaigns.
The reason why integrated campaigns have become so important is simple, they're the only way that a company can guarantee that it's close to its customers, all of the time. Marketers have seen their ability to dictate what their consumers buy decrease drastically since the increase in online channels, which allow customers to choose the way they consume information. The amount of channels at the disposal of marketers is only likely to increase as well, so the idea behind multichannel marketing is not just an important one, but increasingly an absolutely essential one.
Developing a cohesive multichannel marketing strategy is all about consistency and making sure that the customer has the same experience irrespective of what device they are consuming content on. This does not mean just copy and pasting the same messages from platform to platform, it's about designing content that fits in with the ethos of the channel it's on and understanding that although your customer may be the same, they expect different things depending on the platform they are using.
That being said, if every channel is treated as a distinct entity, customers will become alienated with your brand, so although the content should be different across each and every channel, it should still deliver a clear consistent message that's in line with the company's bricks and mortar experience as well as the company's other online channels. This is a difficult to balance to strike and is one of the main reasons why companies fall just short when it comes to integrated marketing campaigns.
More than ever, distribution strategies have to be planned and realigned continuously in order to make sure that they're meeting the expectations of customers. Campaigns have to be managed effectively and planned meticulously. Only then will companies be able to roll out effective digital strategies that translate the values of your brand in a clear and consistent voice.