Defining an optimum digital and offline channel strategy

A good digital channel strategy goes beyond defining the focus, roles and tactics across paid, earned and owned media, and seeks out underexploited opportunities, both traditional and innovative, that can give a client competitive edge. It ruthlessly prioritises channels based on relevance to audience and business objectives, and it leverages specifically the interplay between digital channels. Needless to say, it also goes beyond digital, acknowledging and, where relevant, making recommendations on not just other communications channels, but the whole, integrated customer experience.

  • Paid

    Digital advertising, in all its forms, has gone well beyond awareness and response to be a core part of both social media marketing and CRM. It is fundamentally data driven, and our paid media recommendations look to utilise the increasing precision of, for example, real time bidding or programmatic buying, and also the growing options for targeting by keyword, interest or local geography. Whether it is through SEM (search engine marketing), display, email or social media advertising, we seek out the less competitive space, and the possibilities for increasing ROI via proper use of ‘always on’ (not just campaign) messaging and tactics.

  • Earned

    As ‘earned’ media becomes more and more competitive, and social media marketing more and more of a paid option, our earned media strategies prioritise the social channels and tactics that deliver the greatest return to clients and are tightly integrated with content strategy. We develop attribution models to help clients evaluate the investment in content and corresponding social media management . We are rigorous about defining the nature of social currency we are aiming for and the detailed distribution/advocacy mechanics. We also get very specific on customers and digital influencers as channels, digital PR and the relevance and role of digital outreach for a client.

  • Owned

    Whilst the more obvious owned channels, such as clients’ landing pages, websites and email, are critically important, we also focus on others  ‘owned’ by the client which are more frequently overlooked and often poorly optimised. Distributed content to third party locations and content networks such as You Tube can yield significantly if properly handled, and clients’ social media profiles, whilst obviously connected to ‘earned’, are a critical part of any owned media recommendation as they can be 100% controlled. ‘Owned’ and ‘earned’ are fundamentally intertwined, as we propose ways in which content and nurture communication defined in the contact strategy can drive social sharing by customers.

  • Offline

    The user experience doesn’t end with the digital touchpoint, therefore we extend recommendations to offline channels where relevant; this can be in the context of our developing a broader marcomms strategy, or simply demonstrating how digital should be integrated with paid channels such as TV or print, but also events, locations and sales processes/people.