Part 2: The Heart
Heinrich Marketing
Anatomy of an Integrated Multi Channel Campaign
2. The Heart: Keep branding consistent across channels.
This may seem like a no-brainer. But Multichannel Merchant magazine points out that marketers “often have a difficult time creating an online channel that matches their print pieces,” and gives cross-channel award winner Orvis kudos because it “brings home the same experience and stays true to the brand, no matter what the channel.”
“It’s all about brand consistency,” agrees Hastings, who points out that this goes for your website meta descriptions, too.
“When you search for something on Google, you get a link plus meta description text under the link. Many companies don’t see meta data as an opportunity for branding or marketing best practices, but it’s a crucial aspect of brand consistency across channels.”
Make sure your meta descriptions for all types of Web results — landing pages, category and topic pages, product detail pages, articles, videos — carry the voice and brand identity you craft so carefully in your other customer touch points. Some companies relegate all things “meta data” to the SEO team and don’t run that text through their marketing or creative teams on a routine basis. Whoever is in charge of editorial voice should be overseeing all the words. And after all, meta descriptions are made of words.
“You still have to look at the medium for what it is, too,” Rael cautions. For example, look at social media in terms of how it can achieve your specific objective. If you’re trying to build awareness about your brand, he points out, "There are some crazy concepts that work great in the social media channel. Burger King did a campaign that let you, flame-broil friends off of Facebook. But that doesn’t directly get people into stores. Just look at each channel for what it can do and how it fits your goal.”
Part 1: The Brains: Leverage the strengths of each channel.
Part 3: The Core: Use Interactive Direct Marketing to Help You Track Response.
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