I often tell clients/marketers/start-ups: “Rather do a few channels well than all of them poorly”. While this statement applies to all areas of life, it is particularly relevant to internet marketing. Of course, if you have an unlimited budget and time, then definitely go ahead and design a new site, set up a pay-per-click (PPC) campaign, search engine optimization (SEO) campaign, content campaign, and blast everything on social media. However, most companies have a finite amount of money and time.
Therefore, it is better to grow your marketing plan by starting small and adding on elements. Start with a website and then add-on core social media accounts your users actively use. Then, build your content up and begin to rank higher on search engine results pages. Once you have nailed search, expand to PPC and Affiliate Marketing. Finally, once you have mastered all of this, expand to newsletters, podcasts and videos. If you have a small marketing team, spreading resources thinly across several channels will unlikely yield the results you are looking for and will leave your team feeling frustrated and demotivated.
From the user experience point of view, the less-is-more approach is also becoming more and more appealing as users are inundated with messages, ads, videos and emails. Marketers have been going full steam ahead, pressured by C-suite, high customer expectations, and the daunting selection of new innovations and tech tools, to adopt and master more channels in order to reach more customers and to create a more sophisticated multi-channel explosion.
But when do we realize we’ve hit the point of over-saturation? How much is too much? Research shows that we are seeing a shift towards the compact and minimal in everything from lifestyle to home building. It’s the backlash from too much screen time, always being plugged in, and the personal device addiction. As a result, more people are unplugging, embracing minimalism, and decluttering their life. LESS OVERWHELMING IS IN.
So, if your customers are simplifying and downsizing their lives, your marketing messaging will more likely come off as appealing if it is presented in a cleaner, simpler box. Good marketing means listening to society’s trends in order to keep brand messaging one step ahead of cultural shifts. Taking a more scaled back approach, rather than trying to do more with a multi-multi-channel CX, may be more appealing to your audience.
For example, instead of creating 20 marketing videos a month to keep your social media channels active and your brand relevant, what if you created 2 really amazing videos that are more likely to go viral. Better quality video, better quality content.
Of course there will be times that call for a more aggressive approach, whether you are launching a new product or pushing an offer, but for the most part keep it simple. Like Ron Swanson of the TV show, Parks & Recreation, said: “Never half-ass two things. Whole-ass one thing.”
Daniel Gross – CEO