5 Strategies for Effective Multichannel Marketing

Reaching out to the target audience takes work for brands. Numerous branding and marketing tactics help companies to squeeze out maximum sales from an advertising campaign.

However, thanks to talented marketers and analysts, their campaigns somehow managed to achieve success through their campaigns. Be it personalized marketing, or multichannel marketing, there are always some solutions for your problems.

Luckily, in this competitive world, multichannel marketing is now accessible for any size of business. The key is to plan and execute it correctly. How to do so? This write-up will shed light on strategies and tactics to help achieve the goal. Also, learn about Adding Music to Your Marketing Videos with this guide.

What is Multichannel Marketing & How It is Different?

As the name suggests, multichannel marketing means using more than one channel to market goods and services through both online and offline means. 

These multichannel marketing means include:

• Websites (including blogs)
• Offline channels like retail stores & notice boards
• PPC (pay-per-click) advertising
• Social media
• Mobile marketing (apps and SMS) 
• Email marketing

This infographic shows multiple data on how a customer wants a brand to behave, and how marketing in more channels can improve conversion rate by a significant percentage.

But how multichannel marketing is different from other marketing?

Traditional marketing involves offline promotions and advertisements through physical or analog media. 

On the other hand, digital marketing encompasses any advertising and promotions on the internet or through online media. 

Multichannel marketing, however, is a strategy that involves independently communicating the same message across various marketing channels.

Top Strategies for Perfect Multichannel Marketing

As a brand, the sole purpose of all advertisement practices is to reach the maximum number of people. Multichannel marketing is no exception. Therefore, below are some strategies that can help:

Each buyer has a unique personality and behavior. This personality or behavior deeply affects their purchasing habits. Keeping this factor in mind, brands need to plan and execute their marketing tactics that suit the maximum number of buyers’ behavior.

By focusing on the demographics, their interests, buying habits, etc. they can meet a huge number of potential clients over the period.

As mentioned earlier, multichannel marketing includes multiple options of advertisements through which brands can promote goods & services. However, each channel has its own good and bad side. 

For example, if a brand deals with groceries, it should place ads on Facebook or at offline stores. If a brand deals in jobs or consultancy, it should promote itself on platforms like LinkedIn or through blogs.

Campaigning alone is not the only solution for reaching big numbers. It is also necessary to track the performance of campaigns. Analyzing performance helps in identifying the weaker areas so that the marketing team can work on them.

There are multiple indicators that help in analysis, also known as KPIs (Key Performance Indicators). These indicators include engagement rate, brand reach, cost per acquisition (CPA), click-through rates (CTR), conversion rates, etc.

Being consistent means being regular and loyal to the plan. Also, there must be a proper alignment among messaging, visual elements, tone of voice, and overall customer experience across different platforms.

The efforts on marketing should be equal and top-notch across all the marketing channels. Be it offline or online marketing, there must be a homogenous amount of effort in planning and execution. 

With artificial intelligence and machine learning, online programs have become more comprehensive than ever before. Therefore, automation has been introduced in these programs to make operations more streamlined and smooth. 

Recurring operations are now being handled by automatic bots. Speaking of tools and bots, a CMS system can be of great help. Unfortunately, a huge number of brands still don’t know what a content management system is. So, it’s high time to learn about it.

Real Life Case Study

A brilliant example of successful multichannel marketing is Autotrader UK’s ‘What Drives Us is You’ marketing campaign.

The campaign targeted both football lovers and car dealers and invited them to its offices in Manchester. Hosted by Sky Sports, the campaign encouraged them to support their side to “win the ride”.

Tweeters were asked to decide the color #red or #blue for the brand-new Toyota GT86. The color with the most votes in an hour wins the competition. 

Campaign Outcomes:

• Total reach of 4.5m tweets 
• 10,062 vines created
• 4,000 new tweeters
• Total reach of more than 13.6m.

Final Words

Multichannel marketing refers to promoting a brand’s goods and services through multiple channels. These channels include both online and offline options such as social media, offline stores, Google Ads, etc.

However, a marketing campaign is only possible with perfect planning and execution. Therefore, all those strategies were listed in this write-up to help you out.

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