The problem with many advertising comms is that they only exist in their own channel. If I get an email, sure I can forward it and probably find it again in my inbox (if I’m lucky) – but one thing I can’t do is Google it.
With any kind of comms people don’t always remember where they saw it. Was it in a magazine? A letter I got through the door? An email I got..or even something I saw on telly? And in this haze of memory what to people resort to?
SEARCH.
Now this might seem all very obvious but it’s surprising how much communication and advertising out in the world does not have a digital or web equivalent to support this discovery at a later date. There’s definitely a trick being missed here. And one that’s even more apparent with the relentless rise of Twitter.
I now use Twitter as a search engine to find interesting links that I would never find on Google or Bing. Now if we leave the “I’m picking my nose” Tweets aside, the most interesting and useful side of Twitter is people tweeting and re-tweeting interesting web links. The vast majority of these are pointing at blogs.
This struck home this morning. While searching for something on Twitter I came across several tweets that I had also received as an email newsletter. Now here was someone doing it the right!
The Strategy:
Making the blog or digital channel the central source for publishing content and then pushing this out to other channels.
The Reward:
This means that the emails I get can easily be found via search and they will also propogate through the Twitter broadcast network based on their worth giving maximum exposure.
I'm a User Experience Designer and Digital Strategist with a range of experience from large systems integration projects to brand experience sites.
