This Boxing Strategy Can Make You a Marketing Superstar
Boxing has been one of the most prevalent 1-to-1 sports for thousands of years. Although the modern B-to-C relationship isn’t truly considered a “sport,” a perfect parallel for boxing and cross channel marketing does exist. To be clear, we don’t advocate mercilessly pounding customers with messaging. The right technique and sequence of messaging is what makes you a champion. Nevertheless, success in both boxing and marketing rely on the same principles so don’t be surprised if you’re KO’d by this content.
A couple of months ago we read an article stating push notifications are the next platform. One of the main themes of the piece was that “engagement is now being defined by push-driven notifications rather than the traditional pull-driven experience.” There is no denying the shift from pull to push-driven engagement, especially on mobile devices. The human inclination to explore will never be eclipsed by notifications, but push notifications are proving to be a persuasive and viable marketing platform.
What the article fails to mention is that push notifications can’t do it on their own. They aren’t a “One Punch Wonder” that works every time on every consumer. Winning marketing strategies include combinations and a unique approach for each target, just like in boxing. For example:
A boxer is trained to strike the head and body. They are also taught to fight with both hands and use combinations whenever possible. Marketing is no different (except instead of a KO you are trying to get a lead or make a sale).
Let’s say one fighter, Paddy McPuncherson, always throws a right uppercut. Every time. This powerful punch may bring him success with some opponents, but many can block it. Paddy also doesn’t plan his punches wisely and throws his uppercuts at random times. In the end, his reckless and unbalanced attacks result in more losses than victories.
Another guy, Frankie Fasthands, mixes it up. If his left jab doesn’t land, he throws a right straight. If that is blocked, he throws a left hook to the body. Frankie also knows what punches work best for each opponent and when to throw them. He personalizes each strategy. First-hand knowledge of each individual opponent combined with an arsenal of punches earns him win after win.
Cross Channel Marketing – The Winning Combination
The story of Paddy and Frankie is a perfect analogy for cross channel marketing. Paddy thinks if he keeps sending push notification after push notification he will keep getting leads. Wrong. Paddy also thinks he can send these notifications at random times and connect. Wrong again. If he knew the behaviors of his target and used more than one platform his odds of success would increase dramatically.
Frankie, on the other hand, has the game plan of a superstar. In addition to push notifications, he sends personalized text messages, emails, display ads and social posts. Frankie’s knowledge of first-party identifiers like phone number, email and device ID also allow him to connect 1:1 across multiple channels. To top it off, the format and timing of all content is customized. Executing a personalized and cross channel strategy gives him excellent odds with every single consumer.
Notifications are a great vehicle to push content via mobile, but they can’t win alone. Successful customer contact is more attainable and sustainable with a combination of cross channel marketing efforts. Mix up your messaging, deploy them when your customers are most likely to react, and your record of success will be legendary.
Matt Diehl is the Digital Content Writer for Persio, a multichannel marketing and decisioning SaaS platform used by leading retailers such as EXPRESS, JoAnn Fabrics and Stage Stores. Persio delivers custom, personalized campaigns across email, messaging, app and web to increase customer lifetime value. Matt has over seven years of professional content experience and has been with Persio since March 2015.