A multichannel marketing strategy helps brands to achieve their marketing goals by using multiple channels to reach out to customers. These channels range from traditional media such as TV, print ads and billboards to newer ones such as email marketing, social media as well as SEO.
Two-thirds of customers make use of three or more channels when performing their research before purchase. In addition, customers who utilise more than one channel have a higher customer lifetime value (CLV) as opposed to those who don’t. Simply put, customers who have done the research and select your company generally spend more and stick around longer.
Surprisingly, while 93% of marketers know that a multichannel marketing is a key cog in the wheel, only 73% have a multichannel marketing strategy in place. It seems some marketers don’t know how to get started.
What Is Meant By ‘Multichannel Marketing’?
The term ‘multichannel marketing’ is the process of marketing to consumers through two or more channels at the same time. These can be virtual (e.g., your branded website, app notifications, email, messenger, SMS, web push and social media.) as well as offline (e.g., billboards, direct mail marketing such as catalogues and events). Multichannel marketing concentrates on your products or services and gives you the opportunity to reach your customers at multiple touchpoints, casting the widest net in order to drive the most engagements.
What Are The Benefits Of A Multichannel Marketing Strategy?
The advantages of multichannel marketing mix efforts are rooted in tools, talent as well as data. The correct insights and objectives can assist you to align your multichannel marketing mix efforts to data-informed customer personas, strengthen your team’s capabilities as well as demonstrate a direct impact on bottom-line results.