How Can You Build an Effective Multichannel Marketing Strategy?

DSM Digital School of Marketing - multichannel marketing strategy

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.

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When To Use A Multichannel Marketing Strategy

The crucial part to a successful multichannel marketing strategy is integration. It is a common challenge which most marketers face. If your organisation has established a digital marketing plan, for instance, it should not be used in isolation, hover used in order to inform all your omnichannel activities.

Your multichannel marketing strategy should set out campaigns which span multiple channels, catering to the customer, and then tailoring them to fit multiple channels. Purchasing processes are controlled by the customer as opposed to the marketer. Thus, the ‘always-on’ nature of multichannel marketing will reach customers via the inbound or outbound channel of their choice.

Organisations using an effective integrated multi-channel marketing strategy will continuously stand out, gain qualified leads, and maximise conversion throughout the customer life cycle. Your multichannel marketing strategy should therefore continually engage, nurture, and re-target customers to convert to a sale.

Zero In On The Channels You Want To Use

With new media popping up every so often, the channels available for your business are endless. You can use industry websites or social media platforms such as Facebook, LinkedIn or Twitter. LinkedIn and Facebook, in particular, are effective channels as you can join industry groups and use ads to target specific audiences based on their demographics and user behaviour.

You may also use a combination of content and email marketing to push your leads down the sales funnel. For example, you can offer a free case study or white paper in exchange for a site visitor’s email address.

Once you’ve added a user to your mailing list, you can then send email newsletters to gradually convince your prospect that your business knows how to solve their problems. Once you’ve established your business as a credible source of information, you may then offer your product or service as a solution.

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