Marketers have been known to set their sights on the shiny, new object--that cool marketing channel or tactic that’s all the rage at the time. As a result, they often forget about some tried-and-true channels.
CMO.com reached out to marketers and also searched the Web for content that points to these underused, or undervalued, marketing channels. Here’s what we found:
Del Ross, VP of Marketing Strategic Services, InterContinental Hotels Group, told CMO.com:
Balancing experimentation while driving breakthrough performance through last week's 'newest thing' is underutilized in digital marketing. Paid search, interstitial display, preroll video, and even e-mail marketing continue to offer massive upside. Innovative experimentation with new media should represent about 5 percent of your focus and budget on a continual basis, accompanied by rich analysis of the results and full exploitation of those tactics that work.
Aubrey Flynn, Brand Content Director, The Blue Flame Agency, told CMO.com:
Digital marketing's most underutilized channel/asset is conversion analytics. Through conversion analytics we can precisely determine how effective our campaigns are against multiple channels. This asset becomes even more powerful when applied to e-commerce, where brands can measure and compare the effectiveness between paid promotions on Twitter and Facebook, for example.
Bob Arnold, Associate Director of Global Digital Strategy at Kellogg, told Digiday:
For me, the most underrated digital marketing tactic is email. Email has long been shunned as a “has been,” often taking the back seat to newer, sexier tactics like social media. That said, from a pure cost-effectiveness standpoint, it’s hard to beat email. It’s relatively cheap, consumers opt-in, so they are very receptive to the marketing message, and it’s fairly easy to measure success.
Marketing Power’s “Spread the Word” report, says:
While word-of-mouth marketing has always been available to marketers, it tends to be dismissed and undervalued as a legitimate strategy. Check the index of any marketing or public relations textbook—a description of WOM is usually just a paragraph to a few pages long, if it’s included at all. More often than not, such a mention tends to focus squarely on the consequences of negative WOM without discussing the ramifications of positive WOM. For instance, most marketing professionals have learned that very satisfied consumers will tell an average of three people about their positive encounter, while a bad experience will be shared with 10 people. Positive WOM is one of the most powerful forces in the marketplace.
Michael Levinsohn, Executive Chairman of Archer, writes in his blog:
Mobile messaging is the most underutilized channel of all, and the most effective. Messaging is here to stay. That is not to say that it will remain in its current form, but messaging as a channel to reach mobile customers is set to grow, not go. Messaging is also a very underutilized channel by many marketers because they have not thought through the many ways that simple SMS messages can be converted into interactive marketing solutions.