14. Deploying Multi-channel Strategies
“Strategy without tactics is the slowest route to victory.
Tactics without strategy is the noise before defeat.” – Sun Tzu
Good Day!
In this age of consumerism demanding simplicity and ease of use, I wish I too could run away from this plethora verbiage of robust corporate talk – from the bloated and grandiose to the flatulent and turgid – things like “strategy”, “business re-engineering”, and best of all “marketing myopia” (the grand daddy version of Alzheimer’s disease that marketers eventually suffer and adamantly not wanting to admit).
Spiritual beings in order to heighten through this human experience will have to ascent up these lexical smudge in order to mature into a greater state of spiritualism, so I believe.
My own definition of strategy is plain and simple: do something others find it hard to follow. Catch the early worm, so the maxim goes. As the economist would preach, be early and you get the bigger pie of the economic profit.
Easier said than done because the proliferation of knowledge has flatten the playing field indeed.
the offline-online interplay, or the foreplay before the cash flow
Fig. 1 has a few pointers:
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Apply the 80/20 rule for branding to make sense. If 20% of customers provide you 80% of value, then branding should wrap around the 20%.
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There is less justification to wrap on the 80% because they don’t have the money.
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You can “think-out-of-the-box” (another pompous lexicon) by branding around the 80%, if you aspire to be someone like Tony Fernandez.
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Offline strategy should be slanted for the “local neighborhood” market whilst online strategy should cater for “international” markets as the reach is bigger.
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PR and Marketing should jointly synergize around well-planned, long-term activities where PR head start by “starting the fire” and marketing follow suit to reap the ROI. Remember what Al Ries said? Otherwise it would be quite a disjointed alignment of resources, don’t you think?
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Any tactical campaign that speaks loud offline and online is an ideal candidate for execution.
Fig. 1: Multi-channel Marketing Strategy
deploying in a matrix
Below mind-map is the overall online activities.
Fig. 2 basically wraps up the potential matrix where multi-channel strategies can be deployed. So you’d have to “push-and-pull” with the techniques we propounded earlier to get to from one quadrant to another.
My desire is to go to 4 ultimately of course. The real challenge.
Fig. 2: Matrix Deployment to Multi-channel Strategies
Cheers! 
