Different market segments require different marketing approaches. As a recent post pointed out, marketing to technology-savvy Millennials who use social media requires a different strategy than marketing to retirees more comfortable with print ads.
If your business focuses on a single, narrow market segment, you may be able to engage your customers with only one type of media, although multimedia can still help. However, most businesses need to engage multiple market segments, and this is where multimedia campaigns really shine.
What is Multimedia Anyway?
Multimedia is exactly what it sounds like – using different types of media to advertise your products and create brand awareness. It covers traditional media such as television, radio, newspaper ads, and direct marketing letters, as well as technology-based media such as e-mail, websites, mobile and social media.
Technology-based media is becoming even more important as cell phones and smart phones become ubiquitous. A 2012 Survey by Pew Research Center found that at the time of the survey, 62 percent of US adults had used their cell phone or smart phone to find information or help them make a decision in the previous month. In addition, 30 percent had used their smart phone to decide whether to visit a business.
Understanding Your Market
To understand your market, first break your customers into segments. For example, if you own a chain of restaurants, you might find that your primary customer segments include empty nesters, adults with children, single women, and young professionals. You can then study those segments to learn more about their characteristics. One method for doing this is using infographics for different market segments to help you understand how people spend their money and time, what they do online and, most important, steps your business can take to attract them.
Developing a Multimedia Campaign
With your market segments in hand, you can build a campaign using different media to reach different segments. A multimedia campaign might include a direct market mailing to reach empty nesters, an e-mail to reach married couples with children, and a website combined with social media to reach single women and young professionals.
The content of your marketing materials will likely need to change for each segment as well. Long headlines packed with information might work for a direct marketing letter, but since the customers you target with e-mail will likely read that e-mail on their phone, you need to keep the subject line short or they may miss your main topic. If you’re offering a 2-for-1 deal on something, say that in the first few words to grab their attention. Likewise, according to a New York Times special report, don’t go for the hard sell with Millennials. They prefer a website or social media experience that entertains them as much as it informs them. Video is a big hit with this generation.
Even if you market primarily to one segment, you may still want to consider a multimedia campaign. For example, if you reach your segment primarily through newspaper advertising, you may want to also establish an online presence and consider utilizing newspaper publisher’s digital options – website, mobile apps, etc. as well. The interactivity of the digital medium is definitely going to add better engagement with your message and encourage users to seek out more information about you and your products. Combined they provide access to a wider set of eyeballs and also provide more exposure for your advertising message, thereby leading to better return on your investment.
Multiple Solutions with Multimedia
Regardless of your marketing needs, there has never been a better time to market your business than now. The diversity of solutions available by combining traditional and technology-based media means you can find a marketing campaign that perfectly fits your budget, customer base, and business goals.
