Consumers don't see 'channels'. They may see brands, but they're focused on their own very specific needs and objectives, and will use their preferred means to achieve them, disregarding anything that is irrelevant or complex. Despite this, businesses and marketing departments are often structured, resourced and budgeted around individual marketing channels, and hence there can be a disconnect between consumers and brands….or even within businesses themselves.
This one-day course will help you to understand the various consumer mind-sets and the different journeys they take to achieve their goals, enabling you to formulate a multichannel marketing strategy that ensures you can deliver the right content, to the right person, through the blend of channels they prefer. Having mapped this out for your own business, you will then gain an understanding of the key measures and how to bring these together in a meaningful context.