Multi-Platform Marketing In The Digital Age Part 2
Importance of an Automated and Integrated Digital Marketing Strategy
In part one of this two part series, I talked about the importance of an automated, and integrated digital marketing strategy. Since we are a publishing company, I looked into Mequoda. Mequoda offers the solution you need for multi-channel digital publishing. “The Mequoda System is based on integration: The integration of strategy, technology and analytics working smoothly together to meet your business goals, improve your company’s daily performance and deliver ever-increasing profits.”
According to the Mequoda site, they provide:
“Comprehensive Mequoda System Strategic Guidance”
I learned that the “Mequoda Multiplatform Media Management System” is a complex media management system (MMS), that empowers its users, operators and dozens of software applications to communicate. They all interact using the Internet, postal systems and other legacy media systems. This seemed to me to be the perfect system: all in one, automated, integrated, and includes legacy channels. What more could you ask for?
From all I have read, the Mequoda system seems to be Omnichannel, which is excellent. According to Mequoda, their Mequoda Management System is based on four key principles which they call ACEM, an acronym that stands for: Attract, Capture, Engage, Monetize.
- Attract new users with Google-friendly content
- Capture email permission with generous offers
- Engage member trust with relevant daily content
- Monetize customer relationships in many ways
As I visited their site for information on my topic of Integrated Marketing platforms, I ran across this free handbook that was so absolutely relevant to what I was trying to do with our Online Travel Magazine. The handbook is titled “The Mequoda Digital Magazine Market Study & Handbook” Click the link to read it, or download it free from Mequoda:
It was the statistics at the beginning that caught my attention.
“This year, Mequoda’s Digital Magazine Market Study & Handbook revealed that 36.8% of US adults report having read one or more digital magazine issues in the last 30 days. Nearly 70% report having read one or more print magazine issues in the that same time period. With an average number of 2.37 digital issues read per person and an average of 2.91 print issues read per person, this puts digital magazine consumption at 43% of print magazine consumption and climbing rapidly. Take this information to the bank … The Digital Magazine Market Study & Handbook polled 3,642 US adults with Internet access and found that 1/3 of them are reading digital magazines. “
If you intend to publish your magazine online, I would think statistics like those would seal the deal.
In the first part of this two-part article, Multi-Platform Marketing In The Digital Age – Part 1, I mentioned an article in EContent Magazine titled: “Multichannel vs. Omnichannel Marketing: Is There a Difference, and What Does It Mean to You “
I found that a core concept distinguishes between Multichannel and Omnichannel Marketing. At the core, these two approaches to digital marketing have to do with a company’s marketing focus. Multi-channel tends to focus on a company centric approach to marketing where information is sent out to potential customers, generally with competing streams, all vying to be the best for their stream. Remember the Olympic swimming pool analogy?
I observed in the article, that competition can have both a positive and a negative impact. Something to be considered in your strategy lest you defeat the whole purpose of marketing because of petty squabbles that hinder positive performance. Competition between individuals, departments, branches, and other locations have to be kept in check. Otherwise the competition, rather than the customer, becomes the focus.
Omnichannel Marketing, on the other hand, focuses on digital marketing methods for meeting customer needs using not only multiple channels, but a marriage of those channels, on multiple platforms to create a personal brand much like a spider web where all lines support the same core.
Both strategies involve the use of multiple channels to reach, educate, and motivate the consumer about a product then encourage them to buy it. Channels can include everything from multiple Social Media Networks, to direct advertising, email advertising, to traditional methods like TV and newspaper ads.
How that relates to “multi-platform” marketing is in the mediums used with those channels. If your business is going to compete in today’s Internet age, you must have multiple platforms, not just multiple channels, for getting your information out there. You must also have multiple platforms for advertising that include revenue generating resources as well.
Platforms are different than channels. Platforms relate to the medium on which the advertising is delivered. Platforms include cell phones, tablets, browsers, and others. Google has recognized the growing trend in mobile search, and has introduced and modified their algorithms accordingly.
It is imperative that your marketers keep up to date with regards to SEO/SEM practices for your online presence. There are many search engines, but most actually get their searches from Google and re-brand them. So Google is who you need to follow when it comes to SEO and SEM.
Starting in 2013, Google made some serious changes in its algorithms. But the biggest change was the last one which they code named Hummingbird. This was a major change that had people running around like chickens with their heads cut off. It isn’t that hard to understand. It is about the proliferation of the Mobile product platform being used to access Google searches.
This has created the need for Mobile friendly websites, and if yours isn’t, Google will severely penalize you. This could result in your entire online marketing effort being wasted. If you don’t know what Google’s Panda, Penguin, and Hummingbird algorithms are, and how they directly, and dramatically impact your website, I would encourage you to read the information below.
Here are a couple of Links to sites that can educate you, and help you to resolve issues regarding Google’s algorithms. First, is SE Journal. It has an excellent overview of Panda, Penguin, and Hummingbird.
The second, is a fantastic resource to keep in mind, not just for education about SEO/SEM but also what to do if you run afoul of Google’s rules. “Google penalty expert and algorithm analyst, Marie Haynes.”Marie, is an expert on helping you recover from your site being penalized by Google.
It is important to keep in mind the need to be search engine friendly. Google needs to know what is on your website. That means their bots want to read your content. If it is all being called from another source, instead of being on page, this will get you penalized quickly. It will look like you have no content of your own!!
In this digital, visual, Internet age, today’s consumer wants three things when it comes to their product searches. These must be available for mobile platforms.
- They want visual fulfillment. The advent of multimedia and video games have led to a society of people who want to have information presented visually. The old axiom: “A picture is worth a thousand words”, has never been more true. They like information presented visually, and especially in graphical form. Infographics have become extremely popular for that reason. So whether your marketing streams include printed, or online digital media, visual appeal is paramount.
- They want their information presented in a clear, concise, and to the point manner. They are more like to want bullet points than paragraphs. In this too, they want it in a visual way. That is another reason to give serious attention to creating compelling, visually appealing infographics. Just an off topic note here, if you have studied the psychology of sales, you know that color plays a role in how we perceive things. Keep that in mind when you are developing your graphics.
- Largely due to the advent of the Internet, we have become a “now” society. We want things at our fingertips. In the old days, you would go to a brick and mortar store. See something you want, and buy it or not. Today, in our visual based, Internet, now society someone sees something they like and buys it right then online. Or, like many do, they go to a store so they can get the actual “feel” of the product. Then whip out their Smartphone, and do a little more research, Perhaps they look for any buy now ads, coupons, or discounts.. Then, if they want to purchase the product, they pay using their Smartphone.
By now you have probably guessed where this has been heading. Whether you use the Multi-channel, or the Omni-channel approach, creating your own interactive product publications will be a definite platform to consider as an ongoing option in your Multi or Omni channel strategy. Digital publishing is now a must, not a luxury. Whether you do your own publishing, or provide your information to digital publishing companies, recognition of the need for accurate, informative, and visual information is going to be increasingly important. The streams are changing. The platforms are evolving. Change is ever at hand.
Is it your Time to Succeed in Multiplatform Publishing? If so, you will want to get this excellent free resource from Mequoda.
“The Multiplatform Publishing Strategy Handbook, by Don Nicholas • 01/30/2015, was Re-released with a new edition in 2015. Oh, did I mention this is yet another FREE resource from Mequoda. Use the link to download it, or read it online.
I would be remiss if I didn’t mention a go to source that I spoke of in part one. Another of my excellent “go to” resources for digital content is called EContent, part of Information Today.
“EContent is a leading authority on the businesses of digital publishing, media, and marketing, targeting executives and decision-makers in these fast-changing markets. By covering the latest tools, strategies, and thought-leaders in the digital content ecosystem, EContent magazine and EContentmag.com keep professionals ahead of the curve in order to maximize their investment in digital content strategies while building sustainable, profitable business models.”
If you are interested in digital content strategies, you should be, and if you didn’t get EContent’s free 2016 Sourcebook from the last article, here it is again. EContent 2016-Sourcebook
If you missed the first part in this two part series you can find it here: Multi-Platform Marketing In The Digital Age – Part 1 “Are you using Multichannel or Omnichannel Marketing?”
To see all my articles and other topics, please bookmark this link: Rick’s Articles On LinkedIn
Lastly, if you enjoyed this article, please leave a comment.
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Rick Stoneking Sr, is a retired, disabled, veteran, minister and formal federal agent. He is now the Founder/Owner of International Travel Reviews (ITR) and a #DisabilityAdvocate for #AccessibleTravel.
Rick has been writing in one form or another for over forty years. He is published in multiple genres in both Christian and secular circles. He has written everything from police reports to a Christian eBook, to a year-long daily devotional series. He has published articles and columns in well-recognized state and international magazines.