Marketers strive to expand their marketing efforts to new channels to connect with their target audience through multi-channel marketing effectively. Channels such as email
, websites, social media
, display ads, and retail storefronts become touchpoints to connect with customers about their product or service. So, let us delve into multi-channel marketing (MCM) and understand how it helps you elevate your customer experience.
Multi-Channel Marketing: A Multiverse of Possibilities
When a customer browses a product on an e-commerce website, his social media
ad recommendations reflect that. He may also receive a coupon in his email so he can complete his purchase. This is the essence of multi-channel marketing
According to Stellardigital, 72% of consumers prefer to engage with brands and enterprises through multi-channel marketing. With this in mind, businesses use marketing automation for its ability to streamline the complex criteria of MCM campaigns and boost their accuracy. MCM campaigns are sophisticated and detail-oriented in both, one-to-one interactions and broad demographic targeting.
• Casting a Wider Net: Extensive Reach
Marketers can reach a wider demographic through multiple channels. The target audience has a choice to interact with your brand through a medium they prefer and find comfortable. This factor can contribute to conversions.
• Creating Multiple Touch Points: Improved Engagement
Multiple touchpoints can enrich your marketing funnel and help you collect more data. This data will help you better understand your customers. It can also give you insights into what kinds of promotions work best for your audience.
• Unified Marketing Approach: Brand Consistency
Continually marketing on different channels ensures that you maintain brand consistency to attract customers. It could be a great way to help improve the reputation of your brand on the market so that your customers continue to buy from you.
Hiccups in Implementing MCM
Implementing MCM may not be a smooth-sailing ride. Here are some of the issues you might face while carrying out MCM campaigns:
• Lack of Control
You cannot funnel your audience to a specific medium you prefer. For example, a telephonic conversation may generate more conversions than a website. However, many customers prefer to order online. So, your chances of getting conversions dwindle.
• Tedious to co-ordinate
Many channels work in tandem in MCM. It is overwhelming to manage cross-promotions and integrated marketing together. Co-ordination might be the biggest struggle on the pathway to MCM success.
• Expensive and Time-Consuming
MCM campaign management is draining and time-consuming. You might have to hire dedicated staff that can devote time to the campaigns. In addition, MCM can be an expensive endeavor if your goals are not clear.
Ensuring MCM Success
Despite the challenges, you can execute MCM successfully by following these steps:
• Get Acquainted With Your Audience
Find out which channels your target audience spends most of their time on. This information will increase the efficiency of your MCM campaign.
• Break the Channel Silo
Ensure that in cross-promotional initiatives, different media and channels complement each other.
• Test Your MCM Campaign
Engage control groups to test the efficiency of your MCM campaign to avoid any mishaps and unexpected pitfalls.
• Establish Multiple Touch Points
Utilize touchpoints like social media, email newsletters, mail-in items and surveys to provide additional information on your product or service to your target audience.
Wrapping It Up
The biggest advantage of multi-channel marketing is that it reaches out to a broad demographic. It can amplify your marketing campaign’s reach and frequency and deliver your messaging effectively. An example of a successful multi-channel marketing strategy would be Apple. Apple’s physical stores are customer touchpoints that help Apple offer an immersive brand experience without pushing customers to make a purchase.