3 Ways To Adopt A Multi-Channel Marketing Strategy
By Ryan Chang
As a Customer Success Manager at Radius, I am lucky enough to work with some amazing clients day in and day out. Some are startups who are brand new to outbound marketing while others are in the Fortune 500 and have helped shape marketing trends. No matter how different the company, the one constant is that multi-channel marketing (and ultimately omnichannel) produces significantly better results than being single threaded.
Check out this article by the Pedowitz Group to learn the difference between multi-channel marketing and omnichannel.
In this modern era where product information is expected to be readily available, many customers want to interact with businesses in ways that are convenient for them. The simple fact is: using one, single channel is impractical and insufficient.
Why is multi-channel marketing an effective strategy?
The benefits of multichannel marketing are widely documented, but in my opinion, there are 5 main reasons why marketers should adopt this approach:
- Build a cohesive brand experience – Prospects naturally patrol on multiple channels – it’s important to leverage each of these channel opportunities to connect with them or at the very least have them interact with your brand. By using a multi-channel strategy you are allowing prospects to choose where, when, and how they want to engage with you.
- Drive consistent campaigns that inform prospects – With multiple channels, you can ensure that your prospects are making informed decisions each time they interact with your brand through a consistent presence across a variety of touchpoints.
- Put your prospects in the buyer’s seat – What is the saying – “No one likes being sold but everyone likes to buy?” Having the choice to interact with your brand where it’s most convenient puts prospects in the driver seat to begin the buying journey. Multi-channel marketing makes it convenient for your prospects to learn about your company and gives them the right information on the right channels at the right time.
- Personalize your efforts for each prospect and buying journey – What works best for one person may not always resonate well with another. By being single threaded, your message may only impact a small portion of your potential market. Instead, navigate the new age of interconnected digital touchpoints by personalizing your outreach for each specific segment of your audience.
- Fine tune your marketing strategy by measuring each touchpoint – Marketing teams need to have an acute understanding of how to leverage channels in the context of each customer lifecycle. This ideal state of go-to-market strategy requires being able to target the right people at the right time – delivering insight and value with an integrated, multi-channel approach built on numerous factors. Multi-channel marketing allows you to measure what works and what doesn’t to refine this strategy.
So you may be wondering what you can do right now to implement this type of strategy? You’re not alone. According to a 2015 study by Econsultancy and Adobe, only 14% of marketers said they were running coordinated marketing campaigns across all channels.
To help address this challenge, I’ve Go to the full article.