The Internet has disrupted regular life. The way we do things has changed a lot since the internet has come into our life. This includes the shopping experience too.
At present customers have the access to one of the best solutions for their problems all at their fingertips. And they are spread across multiple online channels where they are finding value.
Hence as a marketer or a business owner, you must spread your presence across the channels and understand what is multi-channel marketing. Because less may not be always more when it comes to online channels today.
What is multi-channel marketing?
Multi-channel marketing is a practice that involves both direct and indirect channels to reach out to the target audience.
This method involves using the channels like websites, social media, emails, SMS, etc. all together for communicating the marketing message.
Here marketing efforts can be both online and offline too. Multi channel marketing in short is approaching the markets in 360 degrees and working on the channels that work best for you.
Benefits of Multi channel marketing:
A study claims that multi channel customers spend two to five times more than single-channel customers. Well implementing the multi channel marketing system will come with its own cost. So, it would be the companies' decision if they want to implement this system. Here are the main benefits of multi channel marketing.
When marketers explore new channels with their content, they are tapping into a whole new set of audience. This helps brands find new potential buyers by having more customer touchpoints. More the channels you have better your reach would be.
The content you post on social media and blogs can initiate engagement in the form of comments. Many times posts will have the capacity to go viral and storm the internet with increased engagement. Hence more the channels you are present in better your chances for increased engagement.
Increased sales numbers.
When you have extended reach and increased engagement your sales numbers will be better. Shopify conducted research and found businesses using three or more channels have almost doubled the revenue of a single-channel approach. Hence you attract a wide range of customers when you are working on multiple channels.
Increases the success of retargeting efforts.
When retargeting an abandoned cart, sellers can reach shoppers immediately on the next channel and increase the chance of sales.
Let’s say a prospect viewed a product on Facebook and clicked on the ad and didn’t make a purchase. When we have multiple channels in place, we can immediately retarget them on You or google using the pixel data and increase the chance of getting the customer. This can’t be possible when you are working on a single channel.
High ticket selling is easy
Customers now have access to more information than ever before. They have got more options and always look for credibility online. When they find you being active on more channels it always creates a sense of trust among them. This helps brands to sell their high-ticket products a lot easier.
Combined channels will complement each other.
When you combine channels, you can create more impactful messages and deliver them to the customers. It helps you even in sending promotional discounts and coupons on different channels.
Recently Nielsen research found that campaigns with touch points across both television and Facebook experience a 12-point lift in brand recall compared to the campaigns which took place on a single channel.
This proves the effectiveness of Multi channel marketing.
Examples of multi channel marketing
Today not just global enterprises but even small and medium businesses are using multi channel marketing for them. Technology is handy in terms of both cost and uses today. Let’s take a look at a few examples of multi channel marketing.
Asana is a project management platform that uses both inbound and outbound channels for its marketing.
In inbound marketing, Asana focuses on creating highly educative and relevant content. This content specifically targets their users' needs and educates them rather than selling them something.
Once the user passes the discovery phase at the top of the funnel Asana engages in retargeting on linked-in using ads and nurtures the middle and bottom of the funnel.
TestGorilla is a pre-employment screening platform that uses several channels for its marketing.
Test gorilla initially runs an educational ad on Facebook targeting its potential customers.
Here the ads are not sales-focused. Instead, test gorilla redirects customers to an actionable blog post. The primary goal here would be to drive the desire out of customers by providing value.
In the next stage, TestGorilla approaches customers with email. Here the content is a little more toward the product features and benefits.
Considering their customers may look for alternative options TestGorilla also runs google ads again with educational content. And this is how the cycle keeps repeating.
British fashion company called ASOS has a well-designed e-commerce store. Apart from their website they are also active on social handles like Instagram, Facebook, and Snapchat. Each channel uses a different content approach based on the customer base they are dressing.
They are also quick in replying to comments and keeping user engagement alive.
When it comes to shopping customers can place an order both in-app and website. ASOS here encourages the customer to app retention by providing app-only discounts. Because an app always will provide a better user experience and comes in handy rather than a website.
Challenges in multi channel marketing
While it has many benefits it comes with its own cost as well. One has to analyze its pros and cons to decide if it works for them. Below are a few of the challenges that may come with the implementation of multi channel marketing.
Whenever you add new channels, you are adding more variables to manage. At times managing more channels can be challenging if you don’t have an integrated platform to manage all of them.
Each channel will have a unique set of audience and also channels will have their policies for content. So, your approach to the channels needs to be customized according to the audience and channel as well.
Keeping up with innovations
We see the rise of new social media almost every month. Each channel will embrace different formats of content. As a marketer, it would be our duty to follow the traffic and convert them accordingly.
Coming up with innovative ideas addressing each channel might be challenging at times. Imagination will have its limitations, And companies may have to hire multiple talents to address a different set of channels.
It gets difficult to analyze which message triggered action from the customer when you are using multi channel approach. It can be confusing to collect the metrics from diverse channels and analyze them all together.
Hence marketers need to find a model that helps them improve their multi-channel campaigns. This can be done by recording a greater number of data in the campaign.
In today's period, your competition is just one click away from you. Your marketing approach should be 360 degrees to maximize the results. But managing a multi channel campaign may not be easy until you have a platform like Camp.
The Camp Automation Platform allows you to run and manage campaigns on multiple channels and helps you analyze the performance in a single platform.
Remember the main reason you opt for multi channel marketing is to determine the best channel that works for you and to focus on the same. Hence more you can visualize and analyze better would be your result.