From first glance to first click: Building brand awareness that actually drives research

Amy Yaley
COO
Ward Media

Single-channel marketing means putting all your efforts into one marketing method. Think of a restaurant that only advertises on Facebook – they're missing potential customers who prefer Instagram, email, or local search.”

Why Traditional Single-Channel Awareness Falls Short

In today's connected world, relying on just one marketing channel is like trying to fill a stadium through a single entrance – you're creating an unnecessary bottleneck to reach potential customers. Single-channel marketing means focusing all your efforts on one method, such as only using social media, strictly sending emails, or solely investing in print advertising. While this approach might seem simpler to manage, it's increasingly out of touch with how modern customers discover and interact with businesses.

The Changing Consumer Landscape

Think about your own daily routine. You might check email over breakfast, scroll through social media during lunch, search Google for a specific product in the afternoon, and watch streaming services in the evening. Your customers are no different. Recent studies show that the average person switches between their phone, computer, and tablet up to 27 times per day, interacting with businesses across multiple platforms.

Take Sarah, a typical consumer looking for a new local coffee shop. She might first notice an Instagram post, later see a Google Maps listing during her commute, and finally receive a friend's recommendation through Facebook. Each of these touchpoints builds familiarity and trust, leading her closer to making a visit.

Limitations of Single-Channel Marketing

Businesses relying on just one marketing channel face significant challenges. Consider a local boutique that puts all its marketing efforts into Facebook advertising. While they might reach some customers in their various markets, they're missing out on the Instagram users who never check Facebook, the local searchers who use Google, and the email subscribers who prefer personalized communications.

Single-channel approaches also risk message fatigue – when customers see the same type of content too frequently on one platform, they begin to tune it out. This not only wastes your marketing budget but can harm brand perception. Additionally, with platform algorithms and policies constantly changing, putting all your eggs in one basket makes your business vulnerable to sudden drops in visibility or effectiveness.

The Multi-Channel Advantage

Forward-thinking businesses are embracing diverse channel presence, and the results speak for themselves. Companies using a mix of display ads, mobile marketing, social media, and video marketing see up to a 500% improvement in their return on investment. This dramatic increase comes from meeting customers where they are, rather than hoping they'll find you on a single platform.

Getting Started

Expanding beyond a single channel doesn't mean you need to be everywhere at once. Start by identifying one or two additional channels where your target customers spend time. Ensure your brand message stays consistent across platforms while adapting the format to each channel's strengths. Remember, quality matters more than quantity – it's better to manage three channels well than ten poorly.

Looking Ahead

As businesses navigate the increasingly complex world of digital marketing, understanding how to effectively combine multiple channels becomes crucial for success. Join us next month as we dive deep into "The Digital Marketing Mix" and discover how multiple channels can triple your customer value.

Amy Yaley is the COO of Ward Media and the co-owner of Apple Capital Marketing & Northwest Swag Works. She can be reached at amy@ward.media.