Digital Media - Session 4.pdf - 27 2.3 Model channel interaction options According to the research more than 50 of companies use at least six

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

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27 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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28 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.
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