Why Your Business Needs Multichannel Marketing?

By Dwayne CharringtonSeptember 17, 2019

Multichannel shoppers spend three times more than single-channel shoppers.

The world of advertising and marketing is always evolving. Just a few years ago, social media marketing was hyped amongst all circuits.

Indeed, the social media channel turned out to be supremely successful, but what about companies that shifted their entire marketing budget to social media? Have they considered the people who have lost touch with social media?

Several people go on social media hiatus for long periods. They too could be potential customers, and they would have missed out on seeing your ads that were curated only for social media websites.

The key to running a successful marketing campaign is not to invest everything as per the latest trends.

Even if one single marketing channel does the work of bringing in a majority of your customers, do not limit yourself to that single channel.

Diversification is the most ideal route when it comes to marketing.

You may have heard of multichannel marketing. This form of marketing hails as the future of advertising.

What exactly is a multichannel marketing strategy?

Multichannel marketing aims to create a strategy wherein the company advertises its products and services through multiple channels and platforms.

The company can create a single advertising campaign and run similar versions of it across various platforms, in order to get maximum reach.

Multichannel marketing can be best described as using a range of communication channels to achieve optimum interaction with customers.

How does a multichannel marketing strategy function?

 A higher sense of probability is what makes a multichannel marketing strategy work.

We all know that people use the internet in different ways. It is highly time-consuming and risky to determine which platform people are gravitating towards on a given day.

Shifting all of your marketing and advertising budget on just one channel will not yield the maximum reach that you are looking for.

A multichannel marketing strategy is intended to reach all customers one way or another.

If your campaign is regarding a new launch, customers might be interested in the latest product or service.

Similarly, if your campaign is about a clearance sale, having it advertised across several channels can guarantee a bigger turnout than usual.

How can you create a multichannel marketing strategy?

 Tip #1

Always Know Your Audience

By running a few surveys or using your customer service data well, you will be able to understand your target audience very well. For example, if you are a brand that is into pharmaceuticals, your chances at advertising are through billboard ads near doctors’ offices or even television ads.

On the flip side, if your brand retails clothes and accessories catering to the youth, social media marketing is going to yield maximum results for you. The key is to ensure that the channels you choose for your advertising is one that is popular amongst your core audience.

Tip #2

Model Your Campaign to Suit Your Target Audience

Once you have figured out the most popular channels, focus on creating an advertisement campaign that will resonate the most with this target audience. Your brand voice should be one that your customers would enjoy being a part of.

If your brand retails footwear, you will need to invest time and effort to understand the exact trends in the market, combine it with your ideology of the brand, and thus, create a campaign.

Remain consistent yet fresh to create an identifiable image of your brand in the minds of the customers.

Tip #3

Marketing Automation System

Your multichannel marketing campaign benefits a big deal from a marketing automation system.

Timing is of essence, especially in the world of advertising.

An automation system will be able to coordinate the timings of targeted ads. This system will also be able to track the behavior of a customer after they have received the message. This strategy helps the business reach more prospective customers and cater to their specific needs.

These days, companies integrate marketing automation with their CRM to cut down on operational costs and gain productivity. Your data becomes more organized and centralized. Besides, there is an easy behavior visibility and an improved workflow prioritization. Majority of the users have integrated their marketing automation with CRM for ease in process and data management.

Tip #4

Trial and Error

Businesses should always know their strengths and weaknesses. This is best achieved by tracking your results. Investing time and effort into research in order to curate the best marketing campaign is only the first step along the way.

Every successful business grows better when they utilize feedback and responses effectively. Adapting to the non-verbal communication sent out by customers can go a long way in achieving the best results.

Make use of analytics to track responses, email opening rates, and scale of engagement to get a better idea of what works and what doesn’t.

If you notice any particular channels receiving a better response, you can alter your strategy to yield maximum results from these channels.

Last Word

Even if you have a small business, invest in any one form of a multichannel strategy. If you are a business that carries out its services online, you can opt for emails, social media, and website ads to reach your customers best.

Using different channels at the same time ensure that you reach a wider audience, and ultimately get more returns on your campaign.

In addition, it is a prudent business decision to choose an omnichannel help desk software that enables you to address and resolve customer questions and concerns from varied platforms.

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