Any marketer will tell you that developing the right proposition, go to market strategy, messaging, and audience targeting is tough at the best of times. Add in the complexity of marketing across different audiences, regions, and sometimes competing brands, and the difficulty is multiplied!
One of the key challenges of ‘multi’ marketing that’s often overlooked is the need to align your web estate with your brand(s) identity and proposition.
Whilst this is a seemingly functional consideration, it’s important to ensure your organisation is recognised and chosen by the audiences you are looking to attract. With 75% of users judging a business’ credibility based on its website’s design and 85% of customers researching online before making a purchase, it’s vital that your site(s) clearly represent your identity and proposition, no matter the audience or territory you’re marketing to.
Whilst there are many things to consider, here are 3 common themes we come across when engaging with our clients in these scenarios...