The Importance of Platform Diversity in Digital Marketing

Reduce dependency on a single marketing channel. If you focus all of your marketing efforts on a single platform, and that platform undergoes major changes, restrictions, or legal issues, it could negatively impact your marketing success without much elbow room for existing digital strategies. Don’t let your business become over-reliant on a single platform. Spreading your marketing efforts across multiple channels that are relevant to your audience will help increase your visibility and brand recognition. 

Optimise based on your target audience’s preferred channel. Modern consumers engage in real-time conversations with their favourite brands across multiple digital platforms. Each consumer will naturally have unique interests, hobbies, needs, buying behaviours, and so on. Platform diversity lets you optimise each marketing message for the right audience at exactly the right time. It also lets you compare platforms and decide which ones work best based on how well the audience engages with your brand then make the necessary improvements.

More opportunities to collect data for analysis. When collecting and analysing data from a single source, you may not be getting an accurate description of how your audience behaves online. You’re only getting a fraction of the data that you could collect if you diversify your digital platforms.

Diversifying your platforms can offer a more unified and comprehensive view of your audience’s personal preferences and behavioural patterns, which in turn can offer valuable insight into the minds and habits of consumers. This enables you to create even more relevant and effective content tailored to each platform. It also allows you to measure which tactics are working for you. 

Reach a new audience. Combining different platforms can help you drive better results. Capturing and engaging new audiences can help you tap whole new segments of your brand’s total addressable market. Consumer tastes and circumstances are constantly changing; buyers who have never been considered prospects may now show interest in your brand.  If you never try to reach them, you could lose out on potential revenue.

Stay relevant to consumers. There was a time when MySpace, Friendster, and Vine dominated social media. If you focus all of your digital efforts on a single platform, and that platform gets shut down or fades in relevance, your company will be forced to undergo a costly and time-consuming social media re-boot.

The internet is fickle. What’s trending today could be irrelevant in a few years’ time. While you may find a single platform that works really well for your brand, if it goes under for any reason, you won’t be left in limbo if you diversify your digital platforms.

Increased brand recognition. Building your brand’s presence is a crucial aspect of ensuring successful digital marketing. Diversifying your platforms can help you build brand awareness and recognition online. Consumers need to see your name, logo, motto, and products repeatedly over multiple platforms for better recognition. 

Just keep in mind that consistency is the key to digital marketing success. Make sure that your business name and contact information is displayed correctly and consistently on all of your social media accounts in addition to your online listings and internal site pages.

If you decide to make changes, such as redesigning your logo, changing phone numbers, or relocating to a new physical address, you must update all your online accounts and business listings as soon as you’re able.

Because things move quickly in the digital landscape and information gets shared to a large group of internet users, even a small typo like the wrong digit in a phone number or a missing letter in the brand name can cost you numerous potential customers and potentially lost revenue.