Can you relate to this scenario? You’ve created a stellar content piece (in my scenario, it is a fantastic research report), and you are eager to reach a broad and engaged audience. To achieve this, you must meticulously craft a multi-channel strategy that leverages various tactics. But what tactics should you use? What tactics will give you the most bang for your buck? Social media, email marketing, digital advertising, video, influencer marketing, and more are available options.
To help develop your multi-channel strategy, Ascend2 fielded the Multi-Channel Marketing Trends in 2024 survey to discover the most impactful channels, most significant challenges, use of personalization, emerging trends, and more. Here is a link to the report.
But to get back to developing a multi-channel program for your content piece, first, look at the most up-to-date research on the most impactful channels.
The trend data shows a notable increase in the impact of various marketing tactics from 2023 to 2024, with social media rising from 46% to 55% and digital advertising increasing from 26% to 41%. Content marketing also saw a significant boost from 23% to 33%, while influencer marketing and Account-Based Marketing (ABM) increased from 9% to 14% and 16%, respectively. Social media’s role as the number one tactic in 2024 highlights its importance in multi-channel marketing strategies. Its extensive reach, real-time engagement capabilities, and powerful targeting options allow brands to connect effectively with their audience and drive meaningful interactions.
Next Steps Based on the Research
To get the most out of your multi-channel strategy in 2024, focus on integrating social media with other impactful tactics. Start by identifying the platforms where your target audience is most active and tailor your content to fit each one. Use social media to share your content and engage with your audience through comments, polls, and live sessions. For example, if LinkedIn is where you can find your target audience, try some strategies from LinkedIn pros like our friend Mandy McEwen, to engage your audience. Complement this with digital advertising to amplify your reach. Leverage the advanced targeting capabilities of platforms like Google Ads and Facebook Ads to ensure your content reaches the right people at the right time. You can create a cohesive and compelling brand presence that resonates across multiple touchpoints by synchronizing your social media and digital advertising efforts.
Another crucial tactic is to enhance your content distribution with email marketing. Personalize your email campaigns to address your subscribers’ specific interests and needs, using insights from the Ascend2 report on advanced personalization to refine your approach. Segmentation and personalized content can significantly improve open rates and engagement.
By planning in advance how you will combine tactics, you can create a robust multi-channel strategy that broadens your audience, fosters deeper connections, and drives higher conversions.