A Strata YouTube Channel Original
Multichannel campaigns can be complicated to create, and once you create them, even more work needs to be put in to make them as effective as possible. In the last YouTube video of our Multichannel Marketing series, we’ll go through how to optimize your multichannel campaign for the best success and highest ROI.
What’s an Optimum Multichannel Campaign?
An optimum multichannel campaign is a campaign or workflow that converts every possible campaign member. Keep in mind – that doesn’t mean every person in the campaign, as there will always be some members that are truly impossible to convert. Why? Things happen. People start new jobs, financial positions change, people move, etc. The list goes on. The point of optimization is to optimize for what can be controlled, and in this instance, that’s the customer journey or workflow.
Two Categories of Multichannel Campaign Optimization
- Theoretical: This category happens before starting your campaign. It’s the last but usually the most time-consuming portion of actually building your workflow. It’s done through effective use of assumptions and historical data from similar campaigns. The steps to do this? Assign estimate conversion rates to each of your workflow components and then use them to calculate expected conversions – taking the output of one component as the input of the next. Although it’s very time consuming, it’s worth it in the end. Theoretical optimization helps you optimize both your campaign and create stronger projections for your campaign’s performance.
- Empirical: This category happens while the campaign runs. Instead of using historical data from other campaigns, you’ll use historical data from this campaign. So, factors like audience and creative can be held constant. You’ll still go through the same process – assigning your empirical conversion rates to each of your components, and going through the calculations to more accurately predict overall campaign outcomes. Measure your component’s KPIs while simultaneously updating projections based on the changes to your workflow.
To hear from our Director of R&D, Harrison, on what else you’ll want to do, as well as what tools you can use to optimize your campaign, click on the video below. Or, if you’d like to discuss multichannel marketing optimization with one of our experts, contact us today.
To Keep an Eye on
As a marketing solutions company with lots of interest in innovation and change – we’re big on knowing what’s trending and what’s to come. 2021 was filled with a ton of new trends, some – because of changing times and innovation – others, because of big events and worldly occurrences. To stay ahead and prepare for the new year, we’ve looked into the top marketing trends – within design, print, and digital, to keep an eye out for in 2022.
2022 Design Trends
Recent movements around the nation, and even the world, have sparked a broader portrayal of diversity and inclusion in visuals. When crafting your marketing, think about how you can show diverse people in a variety of ways – in your photography, graphics, and iconography. And, even more, think about including imagery of people that your target audience(s) can relate to.“The default for people icons and images are no longer white, male, and able-bodied. There is more representation from marginalized groups in marketing visuals.” The more open, inclusive, and inviting your marketing is, the more likely you’ll bring in a diverse range of interested (and trusting) customers.
Bold and bright backgrounds and backgrounds with patterns are on the rise. These types of backgrounds attract attention and stand out from the pack, among otherwise modern – and primarily dull, gray, or white – busy feeds and mailboxes. Try using a brighter, bolder background to stand out among other marketing materials. This tactic can be “quite stunning when paired with more simple typography or other design elements,”but, to make this trend work for you and your brand, “ensure that everything has a place and there’s good eye flow between elements.”
Unique & Fun Typography
The year 2022 will be all about typography that “breaks standards”, such as “one single letter…upside down, bigger or smaller, in a different font, or completely missing.” Forecasters expect “lettering that pushes the bounds of easy legibility, creating forms that are expressive in and of themselves.” This unique and rising design tactic can also make for more internationally understandable text and imagery that can be read from culture to culture.
Authentic, realistic imagery that your audience can connect with is always important – but will be increasingly popular in 2022. People don’t want to see fake stock families and disingenuous product photos. They want to see real. “Even commercial photography is shifting to look more like snapshots for these projects” instead of planned, posed imagery. This tactic may be a little less polished and intentional, but it works, because it’s relatable. “More authentic imagery is not amateurish; it’s just a different style.” Yet, this doesn’t mean taking blurry or “thrown together” photos. It means shooting high-quality photography that’s just a bit more casual and realistic to real, day-to-day life.
2022 Digital Marketing Trends
This will be a big one for 2022, as it’s already been on the rise for quite a few years. Why? People want to connect with, and relate to, real people. And, they want fairly immediate responses from those real people. Customers feel more connected with and trusting of companies that tell their story, as well as the stories of their products. They want to hear and see real life examples of what the product has and does, and what sets it apart.
A recent study found that 41.3% of consumers use conversational marketing tools before making purchases. “Unlike traditional strategies, this form of marketing is now available across multiple channels, allowing brands to meet customers on their terms: on the devices, platforms and time schedules that suit the customer best.”
Read more about customer communication and relatability, here.
This trend isn’t new, and is likely to continue in popularity for the next 5-10 years. It’s no surprise to us (and likely not a surprise to you) that 61% of marketers see video as a “very important or extremely important” part of their marketing strategy. It’s a useful tactic not only because of its visual appeal and high rate of easily digestible content, but because it can be republished on several platforms, and cut and manipulated for repurposing. A recent study recorded that “84% of consumers have been convinced to purchase a product after watching a video.”
To read more on video marketing, click here.
This year, there will be a noticeable marketing shift from “traditional text-based content toward dynamic, engaging content” like quizzes, augmented reality, polls, 360-degree videos, and more. These tools give customers a more memorable connection with both the product and the company, and get them involved with the brand – not just get them to see it. In fact, 91% of customers are interested in seeing more content they can interact with.
First-Party and Zero-Party Data
We’ve talked a bit about this topic before in a fairly recent blog post, and this trend is sure to skyrocket into 2022. This year, “first-party cookies will force marketers to be mindful of the data they collect and how they use it,” primarily because companies can now only use their own collected data. This also means that companies will need to be much more authentic and transparent with their customers. Along with first-party data, zero-party data – data given to a brand or company directly from the consumer, will also be a key focus. Some examples of ways to acquire this data are through surveys, forms, or email.
2022 Print Marketing Trends
Combining Print & Digital
This particular trend – we’re very well-versed in. Combining print and digital can do wonders for your campaigns, meeting your customers with mulitple touches on and offline. A great example of this combination is using a personalized URL and QR code on a printed piece. QR codes on print marketing not only give customers an easy way to get to know your company better, but can be vehicles to get customers to purchase or sign up for a program – immediately. These types of combination tactics are flexible, dynamic, and cater to many differing age groups.
Creative Customer Personalization
Also, a great online or offline tool? Personalization. When your company caters to a specific type of audience, or even specific customers rather than a blanketed group, you’re more likely to meet customer’s needs and turn them into loyal ones. Additionally, personalization can be cost effective. Why’s this? In order to personalize, you can’t target everyone – just the right ones.
Lastly, not a new or surprising trend to us, direct mail will continue to grow in popularity in 2022. “With the content marketing boom and remote working becoming the new normal, many consumers have become ‘numb’ to digital marketing campaigns.” So, if you haven’t, why not give direct mail marketing a go? Trying out this re-emerging marketing trend could bring a ton of new customers to your site, as 70% of people engage with a brand online after receiving their direct mail.
Read more on why direct mail is so impactful, here.
Interested in ramping up your marketing in 2022 using one or more of these solutions? We can help! Contact the experts at Strata, today.
And Where & How to Use Them
There’s a lot of bad marketing circulating around out there – and you know what all of it has in common (besides – likely – poor design, lack of target market research, and missing call-to-actions)? Unpleasant imagery. We know what you’re thinking… “photography costs a fortune!” – but that’s not always the case. And, what costs even more than any photo is losing customers over a bad one. There are ways to use good photography on your marketing without breaking the bank. Today, we’re going to explain why photography is so important for your company’s marketing, how you can get and use good photos, and, if need be – tips for (carefully and creatively) shooting your own.
Why Quality Photography is Important
Like we said above, losing customers to a bad photo or photos can be very costly. A not-so-great photo can make or break any marketing piece or campaign and deter customers from ever contacting your company. Visuals are a huge part of what we choose to purchase and where it’s from. When advertising with only speech or text, customers only remember 10% of what they see or hear, but, when advertising with imagery, they remember an impressive 65%. Quality photos appeal to customer emotions, and are intended to trigger specific thoughts and feelings. So, make sure your imagery is eye-catching, impactful, relevant, informative, and realistic.
The right photos can be used in several areas – from postcards and flyers, to social posts and website banners. And it’s not like you can only use a great photo once. So, if you think about all the places a good photo can go, it’s worth the investment to get it.
Lastly, photography is a universal language – so no matter who’s seeing them, if your photos are informative and well-shot, potential customers will be able to understand and relate to the intended message, whether they speak English, Spanish, or Japanese. It’s best to think of photography as one of your main points of communication with your customers, because, well…it really is. Sometimes, it’s the first form of communication they get from your company altogether.
How to Obtain Quality Photos & Use Them in Your Marketing
If you’re not taking your own photos or utilizing a professional photographer, there are a ton of options out there to get great photography at varying prices. Websites like Pexels, Unsplash, Freepik, and Pixabay provide decent, royalty-free, commercial-use stock images – free of cost. But, make sure to use these wisely and always check the fine print. Some photography sites will want you to give credit to the photographer in some way, or use the image only under certain circumstances.
If you’re willing to pay a bit more for higher marketing ROI, stock photo packages can be purchased on sites like GettyImages, Shutterstock, Adobe Stock, and others. You have the option to purchase a few individual photos – but that can get costly. We’d recommend going with one of the free sites above, or, if you have more photo needs, getting a plan that, for example, gives you 10 photos a month at a lower package price.
If you do hire a photographer, you have a leg up on other companies. Why? Because experienced photographers know what to look for when it comes to selling products. They have an eye for detail, know when it’s best to add something or take something out of the frame, and can edit your photos to perfection.
With a professional photographer, we’d recommend a one-time photoshoot (if possible) to cut costs and photograph all of the things you’re hoping to capture – whether that’s your whole staff and office, your product catalog, or an event. We’d also suggest really planning ahead – not only to tidy up the area and make your subject look great, but to make sure you photograph everything you need to, and that you don’t run over-time.
If You Have to Take Your Own Photos, Here’s How…
It’s not the end of the world to have to take your own photos, since, these days, almost everyone has a mini professional camera right in their pocket. But just because we have better cameras doesn’t mean we have the skills of an experienced, well-versed photographer, or know the best settings and angles to get the best shot. Yet, with a bit of research and effort, we can take some great product photos that will do the trick. Here are some best practices to keep in mind when photographing your offerings:
Camera Awareness: You don’t have to read a manual to get to know whatever camera you’re working with, but, the more expensive and intricate the camera, the more time you should take to practice your skills. Have a bit of fun and experiment before doing an actual photoshoot with your products. Make sure you understand the effects and settings available to you and what will present your products best.
Camera Angle: There are a ton of ways to take your photos, but where you place the camera will help you tell whatever story you’re trying to get across. So, think about what makes your product look eye-catching and unique, and how it can best be framed to show its qualities. Avoid angles with too much slant, that are too close up, or that blur the wrong areas.
Detail: Before taking your photo, take note of the little things. Is the area clean to emphasize the product or focus? Does the subject look its best? Is the photo realistic?
Background: Almost always, you’ll want your subject’s background to be neutral and not in focus. There are exceptions to this rule, but it’s the safest bet to make sure your subject is in focus and is the center of attention. If your office is bright and colorful, it’s okay to have that as the background for staff photos. Just make sure it’s not so busy that it’s distracting from the subject.
Color & Lighting: When adding objects around your subject or creating some sort of background, make sure the color of your focus pops. If need be, make some color edits to your photography using Photoshop, Lightroom, VSCO, or a similar photo editing platform. But – don’t go crazy. Keep your photo looking realistic and authentic. Additionally, take note of the lighting. Feel free to get fancy and purchase professional lighting – but there’s often no need to. Natural lighting can produce great outcomes when it comes to photography.
Context & Scale: Especially for product photography, it’s always important to offer a sense of scale and context. Instead of only showing the subject on a white background, also show the product in a room, on a table, next to a person, or even being used by a person. This will help people “fill in the gaps” and understand the sizing of the product.
File Size: Pay attention to the sizes of your photos when taking them and uploading them. Make sure they’re not too small that they look blurry and pixelated, but also be sure that they’re not so large that they affect load times and user experience.
Authenticity: We’ve already brushed the surface on this one – but it’s so important that it can’t be said too many times. Make sure your photography’s an accurate, authentic depiction of your offerings. There’s nothing worse than getting excited over a product you see online, only to be disappointed by its appearance upon purchasing.
Need help finding the perfect photo, or ready to take these practices and put them into great, effective marketing? Contact Strata.
What’s the Real Deal?
There’s a ton of information out there about multichannel marketing – and it can be hard to sift through. You probably often find yourself wondering, what’s real, and what’s myth? You’re not alone. Many marketers end up hindering their own multichannel efforts by believing a lot of these circulated misunderstandings, but with our help, you don’t have to. Today, we’re looking at three of the most common misconceptions around multichannel marketing, and – as experts in the area, letting you in on the real deal.
Myth 1: Multichannel Marketing is “Too Expensive”
There are a ton of marketers and organizations out there that have yet to try or implement multichannel marketing because it’s “too expensive” or “over budget”. It may cost slightly more than your generic, on-touch marketing, but it’s important to consider the benefits and weigh the cost versus the potential (and often guaranteed) ROI. There’s proof out there that many businesses end up getting much greater ROI from multichannel marketing, making the price worth it. Plus, it’s estimated that companies with optimal multichannel campaigns experience “customer retention rates of 89%, compared to an average of 33% for those businesses with weak multichannel engagement”. It’s all about how you use your budget, and allotting it to the marketing practices and programs that will yield the highest return.
Myth 2: Multichannel Solutions “Benefit Only the Customer”
It’s a common misconception that multichannel marketing is great for meeting customers at many touchpoints, but that it’s overwhelming and inconclusive for the company using it. This could not be further from the truth. Multichannel marketing is not just a one-touch process, and that’s what makes it unique and effective. Although it may seem like a lot at first (engaging with customers on several platforms such as direct mail, social, and website) it’ll be extremely helpful in forecasting and planning a company’s marketing strategy in the long run. Multichannel marketing benefits customers by providing them with relevant, personable, and consistent content, but also benefits your company by building brand awareness, loyalty, and trust within consumers and by compiling data and analytics for a complete picture of your audience’s customer journey.
Like we said, it may seem like a lot at first, but over time, you’ll get a clear picture of what channels and touchpoints work best for your company and reach the most customers, what channels and touchpoints don’t, and where and when it’s best to reach your target audience(s).
Additionally, multichannel marketing helps your employees improve customer service and build more personal and personalized relationships with customers. For example, while communicating with a customer at a certain touchpoint, your customer service representative can see exactly what contact points the customer has already accessed, as well as the information they’ve received or provided to your company. This relationship that multichannel marketing fosters not only creates less frustration and unawareness for the customer – but for the company as well. In turn, multichannel marketing reduces staff turnover, and ensures that you keep your most talented employees. It can also reduce staff errors and build a better brand reputation for your company as a whole
Myth 3: Multichannel Marketing is “Hard to Implement”
We’ve heard this one a lot. “Multichannel marketing is so involved,” or “I just don’t have time for all that.” Here’s the thing…multichannel marketing is only as hard as you make it. There are a lot of channels out there to reach your potential customers (website, in-store, catalog, e-mail, TV, text, blog, mail…the list goes on), but that doesn’t mean you have to use all of them. Plus, if you stick with your brand standards and ensure all of your touchpoints are connected and unified, you can use similar (if not the same) content, design, colors, and calls-to-action across channels, making the process much easier.
The best way to get started without getting overwhelmed is to create a plan. A great trick for quick planning is “RACE”; Reach, Act, Convert, and Engage. Make sure you’re hitting all of these parts of the process to ensure you’re connecting with and converting your audience, and getting the most out of your multichannel marketing.
Lastly, if you still feel you’re in over your head, or just really want to focus on other parts of your business, don’t hesitate to partner with experienced multichannel marketing experts. Research who you want to partner with so that you’re aware of what to expect and what they’ll expect from you in terms of budgets, end goals, and experience levels.
We hope we’ve eliminated some of your worries, answered some of your questions, and provided you with a bit of confidence in multichannel marketing. To get started on your next (or maybe your first) multichannel campaign, or learn more about how we can help, feel free to contact us.
Looking for more information on multichannel marketing and how to effectively launch a campaign? Visit our YouTube channel for quick tips and tricks from the experts at Strata.