Platform Paradigm: Piecing Together the MarTech Multichannel Marketing Puzzle

As the number of channels and devices continues to grow, it has caused an uptick in the complexity and change in marketing norms today. And at the intersection of marketing and technology, gives rise to multichannel marketing platforms.

Survival of the Fittest
Among all this noise, consumers have become more and more desensitized to the advertising and marketing thrown at them from all different angles and outlets—causing a trend to not push branded messaging, but rather pull in prospective customers. A primary way to do this is through content-driven experiences—but not all marketing outlets are necessarily one-size-fits-all.

The content you create must be able to fit each channel appropriately and effectively. Your branded content and messaging needs to be repurposed, restructured, repackaged, and retargeted based on the intel you have about your audience and consumers preferences, as well as the constraints of the specific technology or channel you’re using. And because our entire consumer lives are interconnected by multimedia channels and technology, a shift takes precedence toward the rise of multichannel marketing. Consumers’ constant connection to the digital and social world emphasizes why it is vital to deliver consistent content and aligned branding across multiple channels, devices, apps, browsers, etc., to really reach audiences. An integrated marketing approach allows just that—to seamlessly and strategically relay the same compelling voice of your brand across multiple media channels. Consistency is key here … and only the seamless will survive.

To successfully execute an integrated marketing approach, a brand must be presented in a cohesive and similar style that reinforces the brand’s ultimate message. But considering the number of mediums and channels available to deliver your branded message through, multichannel marketing can leave you feeling dazed and confused.

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Navigating the Multichannel Marketing Maze
Because consumers are constantly “plugged in” to mobile technology and always connected to the online and social realm, it drives the demand to keep up with the ever-changing digital marketing landscape. The constant interconnectedness of our devices and channels also creates the consumer expectation to be able to access brands and their entities wherever they go, whenever they want. In order to meet these demands and manage ever-evolving consumer expectations, businesses feel the pressure to remain accessible through every outlet out there in order to remain relevant and successful. But with all of the different yet interconnected platforms channels and dimensions, it can be difficult to navigate the multichannel marketing web we weave.

One solution to managing this multichannel challenge is in the use of marketing platforms. Innovative and intuitive software, technology, and tools continue to emerge within the multimedia marketing realm—causing a paradigm shift toward the use of marketing platform solutions. These platforms serve as your brand’s segue to the online channels that can shape consumer perspectives in favor of your brand, and provide the blueprint for your buyer’s journey.

Marketing platforms can help you provide a consistent, seamless, multidimensional brand experience for consumers—across multimedia content—tv, radio, print, Internet, digital and social, etc.—but that’s just one piece to the platform puzzle.

Setting the Stage
Multimedia platforms provide a plethora of interactive and engaging marketing opportunities, but with all the cross-posting, it can be easy to get lost in translation. It is important to use the platforms that best fit your business goals and the functionality you’re trying to reach—and when leveraged wisely, it can bring your brand to center stage.

Marketing platforms continue to emerge, each with varied software, tools, apps, plug-ins, and other capabilities at every marketers’ fingertips. These types of platforms set the stage, providing the framework for plug ins, 3rd party solutions and software, and valuable tools. Platforms provide the operational structure necessary to coordinate across your business and branded channels, devices, apps, browsers, systems, etc., for a common management of data, processes, analytics, etc.

Amplify Automation

Digital marketing platforms can significantly enhance two major marketing objectives: consumer engagements, and marketing automation. Among the workflow capabilities is one central the marketers’ paragon—marketing automation. The applications and tools available to use with marketing platforms aid process management, marketing programs, lead management, etc.—streamlining workflow like never before.

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Quin Woodward-Pu

VP-Marketing Audienti. Former Director of PR Brightline Interactive. Former Editor Vocus. Social media guru.

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