Communication rarely works effectively across a single channel. Your message is reinforced in the mind of your customer when they experience interactions across a range of channels - these might be your website, white papers, emails, social media, adverts or articles in the press - all in support of your direct sales approach.
A cost-effective mix of activity will be required to achieve the results we agree as part of your strategic plan. Choosing the appropriate channels is about understanding:
Depending on the nature of your products and services, different approaches are relevant so we will often produce several channel plans in parallel, adapting messages cost-effectively across the different channels.
Ultimately, your channel plan is a set of activities with responsibilities and targets for lead generation and conversion. A well considered channel plan will eliminate wasted costs on ad hoc communication activity, such as late space advertising offers from unvalidated publishers.
Read more about our approach to: