Multichannel marketing is the implementation of a single strategy across multiple channels or platforms, thus maximizing opportunities to interact with prospective customers. A channel might be email, a print ad, a retail location, a website, a promotional event, a mobile app, SMS messaging, a product’s package, or word-of-mouth.
Selection in Multichannel Marketing
The main idea behind multichannel marketing is the concept of choice. Users can connect with the brand through whichever channel they prefer and are comfortable with. They might connect with the brand via their website on a desktop computer because they work from home. Or maybe they prefer to call on the phone while in the back of an Uber. Others might be more inclined to visit a physical location.
With multichannel marketing, users are given many opportunities to interact with a brand on their own terms. Thus giving the brand a solid presence which the users can rely on.
Creating Content Cross-over Between Channels
In some cases, different channels can work hand in hand to offer a unified content strategy. For example, making a website and a mobile app that are similar in UX/UI design, or a landing page that links to a YouTube channel. Creating cross over content is an essential tactic of multichannel marketing. It’s also the first step towards omnichannel marketing, which unifies all channels offline and online for seamless user experiences.
How to Create a Successful Multichannel Strategy
Creating a successful multichannel marketing strategy is no easy feat, but there are certain considerations that come into play and some ways to get started:
- Firstly, integrate marketing departments. As mentioned previously, to run a truly successful multichannel program, departments must be aligned. Break down existing silos to create an integrated marketing team.
- Secondly, understand the buyer. To create a multichannel strategy, you first must understand your buyer. Create personas, talk to actual customers, and create tests on the various platforms, testing messaging, timing, sequences, and more.
- Establish a Multichannel Platform. The goal of your program should inevitably be to create a single customer view that constantly evolves based on data and campaign testing. To do this, you will need to have a platform that consolidates data and allows you to create 1-to1 marketing programs based on said data.
- Finally, create a Unified Experience. Multichannel marketing can’t just be about getting your message out there in as many places as possible. Give customers a unified and personalized experience across your various marketing channels. We know it takes work, but it’ll be worth it in the end.
The Evolution Of Multichannel Marketing
Multichannel marketing tactics can be quite successful for many companies if done right. Furthermore, cross over content can entice users to become loyal customers. But what can a brand do once they’ve mastered multichannel marketing? That’s where omnichannel marketing comes in. Omnichannel marketing is a tactic that connects all the channels in a multichannel marketing strategy, blurring the line between offline and online marketing.
The transition from multi-channel to omnichannel marketing is better achieved with the data collected from previous campaigns. Use the data to implement personalized content creation through all the channels which the brand works with. Omnichannel marketing concentrates on the user experience and needs a good multi-channel marketing base first.