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February 11, 2011 / jasonpinto

Multi-Channel Marketing and the Owner of the New Jersey Nets

How do you decide which channels should be used in a marketing campaign?

I’m sure we’d all agree that the answer should come from looking at our audience and understanding what channels they prefer to communicate on. However, oftentimes other factors creep into the decision-making process. For example:

  • “It’s so much cheaper to just send an email blast”
  • “I have more fun posting messages on Facebook”
  • “We are only sending this via print because that’s the way we’ve always done it”

In many cases, the proper solution is to reach our audience through multiple channels. But because that’s not the easiest route, we may only choose one channel and thus receive limited success.

The owner of the New Jersey Nets, Mikhail Prokhorov, recently gave quite a memorable press conference. He was discussing why his team pulled out of the chase for Carmelo Anthony.  Here was the quote that made an impact on me:

Yes, if you’ve been trying to promote your products or services to this billionaire via email only, you are out of luck. He does not really use a computer.

While the video of the press conference is legendary and perhaps a bit humorous, it should serve to drive home an important point to marketers: Are we truly using the right channels to reach our audience?

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