Digital Media - Session 4.pdf - 27 2.3 Model channel...

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WORKBOOK | © 2020 YOUNG RABBIT PTY LTD, AUSTRALIAN PACIFIC COLLEGE
BSB42415 CERTIFICATE IV IN MARKETING AND COMMUNICATION | DIGITAL MEDIA_V1.9
2.3 Model channel interaction options
According to the research, more than 50% of companies use at least six
interaction channels, as either real-time interactions and deferred transactions
as they try to keep pace with their customers
Additionally, two thirds of companies have interactive Web channels, where
customers can post questions and get responses or use keyword searches or
other interactive tools to help them find information quickly.
While phone calls or mailouts may still be the preferred way to receive marketing
information for an older demographic, digital channels have far greater impact
for most age groups. In addition, social media channels have the advantage of
getting your message out faster in a passive way as your customers’ shares,
likes and comments send your message to a wider audience.
Many marketers use the RACE approach to help them to plan and manage their
digital marketing activities across the channels.

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WORKBOOK | © 2020 YOUNG RABBIT PTY LTD, AUSTRALIAN PACIFIC COLLEGE
BSB42415 CERTIFICATE IV IN MARKETING AND COMMUNICATION | DIGITAL MEDIA_V1.9
RACE covers the full customer lifecycle or marketing funnel
Reach > Act > Convert > Engage
REACH
Reach involves maximising reach over time to create multiple interactions using
different channels. It also means building awareness of a brand, its products and
services on other websites and in offline media.