Facebook, Twitter, LinkedIn and YouTube are all very different social media platforms, each with its own personality. The same thing applies to traditional media channels — Direct Mail, TV, radio, billboards, and print and the digital ones – blogs, and email.
Each has a different strength that offers a different appeal to specific and unique segments of the audience. There are times the message and/or campaign objective lends itself perfectly to one or more channels and other times when it may be totally inappropriate or ineffective for other channels.
But businesses frequently lump multiple marketing channels together, especially in the social medial bucket, and treats them all the same — same message, same style, same tone, same approach. The truth is that a marketing message that gets great results on Twitter may fall flat on its face on Facebook.
The same holds true for Direct Mail. Direct Mail usually works best to generate leads or for targeted product promotions. There is a broad difference in message and approach between eddm and Targeted direct mail. While a general-interest business (pizza, car wash, etc.) may do well with eddm, businesses looking for a more qualified buyer may use a highly targeted mailing list and personalized mailer to generate response.
Businesses who want to build name awareness may choose a campaign involving channels like TV and billboards, which can give them broad visual exposure. Businesses who want to stay in contact with their own customers may use email to their best advantage.
The challenges business face is adjusting tone, tactics and message to each marketing channel – and at the same time, leverage their data across multiple channels to tie all of these together into a single cohesive campaign.