Connect with your customers and provide them the means to shop on their preferred channels. But how can you really get results from multi-channel marketing?
Multi-channel marketing (MCM) refers to the practice of sharing content and interacting with customers using a combination of indirect and direct communication channels. Combining various platforms amplifies the frequency and reach of your messaging, creating more effective campaigns. One channel is often not enough for a robust marketing campaign since audiences tend to frequent many different channels.
What is an example of multi-channel marketing?
36% of consumers online use reviews to inform their purchase decisions. Multi-channel marketing tactics can be employed to raise awareness of a brand’s reputation and create reassurance to possible customers, encouraging them to make a purchase. For example, integrating a third-party review platform with live reviews displayed on your website, using reviews in social media posts and advertising, to utilising video content on other channels in the form of tutorials and unboxing videos, each of which are displayed across different channels.
So, what are the benefits of multi-channel marketing?
Multi-channel marketing mixes many distribution and promotional channels into a single, unified strategy to attract customers. This strategy allows you to expand your reach and increase engagement by going to your consumers directly on their preferred platforms. It has been proven that combined channels are more effective when compared to single-channel marketing. Multichannel marketing trends indicate that 73% of people interact with brands across multiple channels, with 86% of consumers regularly interchanging between two channels while shopping online.
What are some different platforms of digital multi-channel marketing?
- Social media
- Display advertisements
- Email marketing
How do you implement multi-channel marketing into your marketing strategy?
- Identify your buyer persona – set a clear guideline of who your target demographic is, take the time to research their needs and wants, and most importantly understand what channels they can be found on
- Choose the channels you want to target – it is crucial that your marketing budget is spent wisely. Carefully select the channels you want to use based on your customer’s behaviour and create content that maximise each platform’s unique features.
- Clear concise messaging – use tones and vocabulary that represent your brand and sell your products or services, whilst enticing and relating directly to your audience
- Connection – find a link between the selected platforms and ensure your marketing messaging is concise throughout; continuity is key!
Effectively and efficiently communicate a product or service’s values using the unique strengths of specific marketing channels.