Digital marketers are on a never-ending quest to grow their digital audience. Some brands find more success at this than others. While there is no one solution to meet every need, you can learn from what the rest of the digital marketing pack is doing. ExactTarget surveyed many digital marketers are part of their "Subscribers, Fans and Followers" research series to find out just how they are building their audiences.
Gone are the days of relying on only one channel to drive your audience growth. In today's world a multichannel approach is more than recommended — it's required. A creative mix of email, social and mobile all can serve to amplify your reach. Email may seem somewhat outdated, however it's still a driving force and the most popular method marketers have to interact with their audiences. Social hasn't yet lost it's shine either. While you may think contests are the best way to foster audience growth, it's actually the simple act of responding to customer questions that can be the best grow driver around! Mobile apps and SMS marketing offer a great way to connect with customers on second screens or on the go. However, compared to the usage of social and email, digital marketers have not been putting these options to work as much as they could.
Neither email, social or mobile operates in a bubble. Today's audience uses these technologies simultaneously. It's no wonder that some of the best strategies to reach your audience are to use a combination of these channels! Cross promotion is key! Promoting your app on your website and encouraging email signups and social likes via that app allows you to reach more of your audience and increases the chances of interaction. Loyalty programs and content promotion all can reach across all of your channels for maximum audience exposure. Get the most from your digital marketing by taking a multichannel approach.