Online versus offline channels: How do I split my marketing budget?

by The Salmat Team
08 September 2016

No matter what business you’re in, your customer experience strategy needs to be more extensive than ever before. This means identifying the right marketing channels and platforms, and the right budget for each is just as important as creating the right messages and content.

When it comes to specific channels and how to allocate your marketing budget, the key is to put the bulk of your efforts into the channels your audience favours. Draw on data to paint a picture of what these favourite channels are. To do this properly, you're going to need to invest in a few select channels first – it might be a trilogy of two traditional methods and one new.

Other channels should be used to amplify and support the primary channel. Nothing should operate in a silo. So, if your website is your main content hub, use your secondary channels, for example, social, SMS and direct mail, to promote it.

It’s often overlooked, but search engine optimisation (SEO) can play a key role in your customer experience management. By deciding early on which keywords you want to optimise, you can create a consistent set of terms and phrases to be used in all your communications, regardless of platform. This will show your audience that you have a coherent approach to the market.

Your SEO can also inform your brand voice, whether that’s formal and corporate, or informal and conversational. If every platform you use has a different voice, you’ll dilute your message and may even lose your audience – it’s better to be consistent than confusing.

Your customer experience strategy: Using your budget online and offline

With the above in mind, here are some suggestions on how to get the most out of your marketing budget:

No contest, content sits upon the Iron Throne: It’s vital to have something to say – that is, a clear proposition you’re communicating to the market. Make sure every message you send is unique and reinforces that proposition. If your latest article could just as easily have been published by a competitor, then it’s not helping to build your brand. Quality, not quantity, should be your watchword.

Print isn’t dead: Far from it. Magazines, catalogues and brochures are always physically present (for instance, they sit on a coffee table or desk). But print can be an expensive mistake if not carefully targetted, so investing in advanced segmented targeting will help.

Don't forget Email and SMS: People read their emails, so don’t be afraid to set up a high-quality newsletter or mail-out. Tailor your messages and frequency to your audience. But can I give you a tip? With a study by mobileSQUARED finding 90% of SMS are read within three minutes of receiving them, marketers are mad not to have SMS marketing in their mix. Like with email, you want to ensure that every text you send offers genuine (preferably personalised) value to the recipient.

People need people: Ultimately, we all like to feel connected to those around us. One of the ways you can ensure this is by providing a level of self-service to customers, through blog content, FAQs and online chat, so your call centre operatives have more time to resolve more complicated queries. This level of service may mean investing in a call centre or extra sales staff, but if you can provide friendly and personal service, it’s a worthwhile investment.

The online/offline divide is a thing of the past.

Delivering consistent experiences across all channels is the only way to live up to the contemporary customer’s expectations. 

Want to find out more about customer experience management? Salmat’s search engine optimisation services merge the technical components of search engine marketing with your overall content strategy. Call us today on 1300 725 628.

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About the author
The Salmat Team

Salmat is a leading Australian marketing services provider. We help clients connect with their customers, week-in, week-out. Salmat's unique combination of targeted letterbox and online marketing channels enables clients to Reach, Convert and Serve their customers. We also provide a wide range of back office solutions, through our Philippines-based Managed Services business.

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