Channel Architecture & Marketing Diversification


At Smart eStrategy, one of the critical items that we discuss with all accounts, no matter the size of the organization, the makeup of the brand, or the type of product, is what the channel architecture should look like. Forty years ago, if you wanted to reach your audience, you could advertise on a single platform (aka print or television) with a few providers and reach the majority of your target audience. The population, conveniently, all tuned into largely the same sources. Fast-forward to today and if you wanted to accomplish the same feat you would need to advertise across hundreds of platforms in order to come close to developing the same sort of reach.

So what does this teach us as marketers? In our opinion, one must seek to first develop an understanding of their ideal customer - we refer to this as a customer avatar. From there, you must appreciate that these potential customers may engage with your brand across a variety of different platforms. As we discussed in the article Facebook Turns Fifteen, Facebook is and has been a massively influential platform, but it’s not the only way to reach your customers. At Smart eStrategy, we like to examine the architecture of a marketing initiative and build out a multi-channel marketing plan incorporating social media, email, search, messenger bot, as well as alternative sales platforms like Amazon.

In many ways, the best approach to your organization’s marketing strategy is similar to that of an investment strategy - diversification pays off. Your target audience interacts with brands across a diverse set of platforms in a variety of different manners. Creating an integrated marketing approach that connects with your audiences across these different channels is the best way to assure that your brand is reaching your target customer. At Smart eStrategy we believe in analyzing the unique needs of each brand and building out a multi-channel architecture that helps our clients connect and interact with their potential customers while providing strategic diversification.

- Henry Palmer