Why Mixed-Media, Multi-Channel Campaigns Are Key to Engaging Customers
What Makes Mixed Media Campaigns Key to Engaging Customers?
At Obvious, we believe that a successful campaign is all about reaching the right people, at the right time, with the right message.
In today’s world, the competition for customer attention is fierce. Consumers are exposed to a constant stream of digital content, which makes it increasingly challenging for brands to capture their attention and stand out from the crowd.
Enter mixed media campaigns, also known as multi-channel marketing.
By combining different channels, such as social outreach, digital marketing, and out-of-home (OOH) advertising, brands can create an immersive and memorable customer experience that goes beyond what any single channel can achieve.
In this blog, we’ll explore why mixed media campaigns are key to engaging customers, and how you can leverage this approach to maximize the impact of your marketing efforts. Whether you’re a small business or a large corporation, we’ll show you how to break through the noise and create campaigns that truly resonate with your target audience.
We know that a successful marketing campaign is all about creating a seamless and immersive brand experience for customers, wherever they are. This is where mixed media campaigns come in, allowing businesses to tailor their message to the audience and use the best tools for the job.
Rather than relying on a single channel, a multi-channel approach is essential for tapping into various channels such as in-person experiences, real-world interactions, out-of-home advertising, social media, digital advertising, and email marketing to create a well-rounded and engaging experience for the target audience.
By leveraging multiple channels, businesses can increase their brand awareness, reaching a broader audience and building trust and loyalty through personalized messaging. By tracking the performance of campaigns across different channels, businesses can also optimize their approach for maximum effectiveness and adjust their strategies in real-time.
In today’s marketing landscape, the importance of human experience, emotional resonance, digital technologies, reach, and the sensory advantages of different channels cannot be understated. Mixed media campaigns are a game-changer for businesses looking to create a memorable and impactful customer experience that connects with audiences emotionally and drives engagement.
A Cohesive Approach to Mixed Media Campaigns
A cohesive marketing campaign should utilise a multi-media approach that combines several of these channels. By utilising multiple channels in a strategic and cohesive way, businesses can increase the effectiveness of their marketing and advertising campaigns.
Social outreach, activation + PR:
This channel involves leveraging social media, public relations, and outreach efforts to build brand awareness and promote products or services.
Content Marketing:
This channel involves creating valuable content like blog posts, videos, and infographics to attract and engage an audience.
Out-of-home (OOH):
This channel involves placing ads in public places like billboards, bus stops, and subway stations to reach a wide audience.
Search Engine Optimisation (SEO):
Optimizing website content for search engines is an effective way to increase visibility and drive traffic to a website.
Events:
Hosting or participating in events is a great way to showcase products or services, network with potential customers, and generate buzz.
Pay Per Click (PPC):
Paying for ads to appear at the top of search engine results or on other websites is an effective way to drive traffic and generate leads.
Social Media:
Platforms like Facebook, Instagram, Twitter, and LinkedIn offer businesses the opportunity to create and share content with a large audience.
Email Marketing:
This channel involves sending promotional emails to subscribers who have opted-in to receive them.
Our Multi-Channel, Multi-Media Campaign case studies:
- Brewtown | Brew Years Eve
- Wise About Waste | Sustainability Competition
- The Great Bookshop Hunt | Booksellers Aotearoa
- TEDxPipitea | Igniting hope
- Wellington Avocado Toast Awards
A Timeless Approach to Building Brands
Before the advent of the internet and digital marketing, businesses relied heavily on multi-channel campaigns to promote their brands. From the 1950s to the 1980s, companies used a mix of channels such as television commercials, print advertisements, billboards, and in-store displays to get their message across to their target audience. Brands like Coca-Cola, Marlboro, and Nike are prime examples of companies that utilized multi-channel campaigns to build their brand identity and become household names.
Despite the rise of digital marketing, the importance of multi-channel campaigns cannot be ignored. In fact, the proliferation of digital channels has made it even more critical for businesses to adopt a multi-channel approach to reach and engage their target audience effectively. By combining real-world marketing tactics with digital marketing channels, businesses can create a more holistic and memorable customer experience that resonates with their audience. Multi-channel campaigns are not just a thing of the past but remain an essential tool for modern businesses looking to build their brand and reach their target audience effectively.
The importance of network activation and outreach
We offer Networking Outreach and Community Activation as a service to help our clients increase brand awareness, build brand loyalty, engage with customers, and amplify their marketing efforts.
Our approach starts with a deep understanding of our client’s target audience and what motivates them. We then develop a clear strategy tailored to the community, including social media campaigns, events, influencer partnerships, and more.
Our focus is on building relationships with community members and fostering a sense of loyalty and trust. We strive to provide value to the community by offering exclusive content, access to events, and special promotions.
Networking Outreach and Community Activation can complement other marketing strategies and help our clients reach and engage with a wider audience. By partnering with us, our clients can benefit from our expertise and achieve greater success in their marketing campaigns.
Benefits of network activation
Increased brand awareness:
By actively engaging with a community, we can increase brand recognition and awareness for our partners. This can help clients reach a wider audience and gain more exposure for their products or services.
Building brand loyalty:
By creating a community around a brand, we foster a sense of loyalty among its members. This can lead to more repeat business and word-of-mouth recommendations.
Increased customer engagement:
A strong community can help clients engage with their customers more effectively. This can lead to valuable feedback, increased customer satisfaction, and ultimately, increased revenue.
Amplifying marketing efforts:
A strong network can help amplify other marketing efforts, such as social media campaigns, content marketing, and influencer partnerships. This can lead to even greater reach and impact.
What Organisations should use Multi-Channel Campaigns?
Multi-channel mixed media campaigns can work wonders for a wide range of businesses and organisations, regardless of their size or industry. Whether you’re a budding start-up, a purpose-driven business or charity, an education provider, or even in the hospitality industry, multi-channel campaigns can be a game-changer.
Education Providers
For education providers, multi-channel campaigns could involve a combination of digital marketing techniques such as email marketing and social media outreach, as well as real-world events and activations such as workshops, open days and information sessions. By utilizing a mix of channels, educational institutions can engage with prospective students, build brand awareness, and ultimately, boost enrollment. Check out our own channel, for education providers and employers: NoticeBoards.
Not-for-profits
Charities can utilize a range of channels to maximize their impact, including social media, direct mail, and telemarketing. By using a mix of channels, charities can reach a wider audience and engage donors in different ways, whether it’s through emotional storytelling on social media, a personalized letter in the mail, or a phone call that demonstrates the impact of their donations.
Hospitality
The hospitality industry can leverage multi-channel campaigns to create a memorable brand experience for guests. This could involve a range of channels, including targeted digital advertising, social media outreach, and even experiential marketing such as hosting events and tastings. By using a multi-channel approach, hospitality businesses can build stronger relationships with their customers and differentiate themselves from competitors.
Health Providers
Health providers can benefit from multi-channel mixed media campaigns by utilizing a range of channels such as email marketing, social media outreach, and educational webinars. By using a multi-channel approach, health providers can engage with patients, build brand awareness, and promote their services. For example, a health provider could use social media to share educational content, targeted email marketing to share information about new services, and webinars to showcase their expertise and establish thought leadership in their field.
Technology Companies
Technology companies can use a mix of channels to promote their products or services, including targeted digital advertising, influencer marketing, and email marketing. By using a multi-channel approach, technology companies can engage with customers across various touchpoints and build brand awareness. For instance, a technology company could leverage social media to create buzz around new products, influencer marketing to showcase product features, and email marketing to target customers who have shown interest in their products.
Small businesses
Small businesses can benefit from multi-channel mixed media campaigns by using a mix of channels to promote their products or services. This could include targeted digital advertising, social media outreach, and local events and activations. For instance, a small business could use social media to promote its products, targeted digital advertising to reach new customers, and local events and activations to build community engagement and brand awareness.
Ultimately, any business or organisation that wants to improve its marketing and advertising effectiveness, build its brand, and engage with its target audience should consider utilizing multi-channel mixed media campaigns. By using a variety of channels in a strategic and cohesive way, businesses can increase the effectiveness of their marketing efforts and create a lasting impact on their audience.
Regardless of the industry, multi-channel mixed media campaigns can be a powerful tool for building brand awareness, engaging with customers, and driving sales. By utilising a mix of channels in a strategic and cohesive way, businesses can improve their marketing effectiveness and create a lasting impact on their target audience.
