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I recently read an article on iMedia Connection: The unique benefits of 5 marketing platforms by Gordon Plutsky. (To read the entire article, click here.) He started out by explaining that marketers now have so many methods of communicating with customers. Then he asked, "If advertising is out, what is the most effective way to reach customers and create more sales opportunities?"

He goes on to explain that to find the answer, you must "focus on your target audience" and by creating a strategy that includes "using several media platforms" and "matching the content to the strengths and unique benefits of each platform." It's difficult to remember with all the different platforms and tools available to focus on your target audience. Yes, using more than one platform can be effective, but NO, you don't have to have a part in EVERYTHING. Enough of that - let's move on.

Plutsky ends the article by taking a look at the strengths and weaknesses of five popular marketing media reinforcing the fact that more than one media platform should be used when trying to reach your audience.

Let me start by saying - I was glad to see email! I agree with Plutsky that email is not dead. It is still an effective way to communciate with your customers, especially when used with other platforms.  Email, like the other marketing channels mentioned, has weaknesses, but when used well, it's a way to reach prospects, customers, and re-engage customers cost - effectively.  In fact, watch the video below to see what I mean.

Delivra chooses to use email as one of the ways we reach out to our own community. Gordon Plutsky mentions, "There is typically not enough (convincing) information in a single email to attract a new customer to complete the transaction."

Agreed, in a single email there probably isn't enough opportunity to attract and turn a prospect into a client; however, Delivra has set up a drip marketing campaign (and can help you set one up too), a series of emails that go out at different times with different content to a list of prospects. The series of emails includes information about how Delivra can help them improve their email marketing efforts, educate them on our application, and start communications with them to be able to build that foundation into a relationship. It's a process that we're planning on putting more efforts into because we think it works so well. (For further information on drip marketing, contact Delivra.)

Although we send emails to prospects, customers, and to re-engage clients, we also employ other marketing platforms as suggested by Plutsky. We have our website branded with Delivra that acts as our central spot, offers further information about our industry and includes educational content about the application for our clients.  We also are involved on social media sites, such as Facebook and Twitter, to form a more personal relationship with clients, partners, prospects, and others.

Overall, a great article by Plutsky and a reminder to focus on your target audience when planning a strategy for the best ways to reach your target audience.

Lavon Temple | Marketing