If you put all your marketing eggs in one basket, your sales may end up soft-boiled. Why? Studies show that a consumer needs to be exposed to your brand between eight and 12 times before they feel comfortable making a purchase.
And there is also the risk that if you use a single marketing tactic that doesn’t work, your results may end up all scrambled.
While we can keep you amused with our wordplay, the truth of the matter is that a diversified marketing approach is serious stuff. By increasing diversification, you increase the likelihood of your customers converting, which is the key to revenue growth.
The days of focusing on a select number of marketing options are long gone. While we can wax nostalgic for the simplicity of buying a newspaper ad, renting billboards, going to a trade show, and maybe advertising on television or radio, the Internet changed everything. Digital ad spending has officially surpassed television buys.
So now we need to maintain multiple marketing channels in order to reap benefits such as:
- Cross-pollinating across efforts
- Spreading marketing risk across baskets
- Gathering more comprehensive data
- Adapting and pivoting quicker based on changing marketing trends
Businesses need to have a robust foundational marketing plan with a mix of tactics. This enables you to reach your customers, particularly if there is a disruption such as trade shows disappearing because of COVID-19 or social media outages like the one that happened to Facebook and Instagram in 2019.
What’s important to remember is that your diversified and integrated marketing plan always needs to start with a clear, concise and interesting brand message. That way you will never end up with egg on your face.
Interested in how we can help you embrace marketing diversification? Take a look at these case histories and then let’s talk.
Drop us a line!