Nowadays, People are highly engaged with various devices and media platforms. Therefore, marketers need to provide a seamless experience to the new customers to keep up with them across these channels, and this marketing strategy is also known as multi-channel marketing.
It’s crucial than ever before to know consumers’ behaviour and how they communicate across different platforms so that marketers efficiently reach them with relevant ads and achieve your ROI goals. Therefore, in this blog, we will read eight reasons that will help you to understand why multichannel marketing is important and implementing a multichannel marketing strategy improves your marketing success.
Importance of Multichannel Marketing
1. Connect with customers on all of their favourite channels.
Today’s users are no longer digitally inactive on a desktop at home; They are engaged across multiple devices, platforms, and apps – each following a unique purpose or inclination for their consumer behaviours.
The average digital consumer holds 3.64 connected devices, so creating ads to one channel just hits a small part of an individual’s countless daily digital interactions.
It’s also essential to note that over 50% of all Internet usage takes place on mobile since people are constantly exploring the most convenient, on-the-go media.
2. Improve consumer engagement and conversion rates.
By strategically putting your campaign over multiple platforms and devices, you’ll encounter a higher engagement rate from your consumers.
72% of customers say they would like to connect with brands and companies through multi-channel.
Multi-channel B2C campaigns register a 24% greater ROI compared to single-channel campaigns.
3. Keep up with today’s on-the-go users.
Today, businesses are not limited to time or location. You can reach them through mobile, desktop, email, and social during their daily journey – on the commute to work, in bed at home, at a show with friends, on a dinner date, and so on.
Besides, you can employ real-time location services to optimize hyperlocal geo-targeted campaigns to consumers.
4. Be first of your competition.
No matter how critical a challenge is — non-connected technologies, poor skills or fragmented data–businesses require to catch up with the fact of how connected; mobile consumers are engaging beyond channels.
Simultaneously, Brands utilising display, mobile, social and video marketing reach up to 500% improvement in ROI from their advertising efforts.
5. Expand your customer base, lower customer procurement costs.
The best mixture of various channels for an optimized tailored media plan for your target audience will also provide the most number of customers with the lowest Cost Per Acquisition. According to Adobe’s CMO, 52% of multi-channel marketers say they “usually” or “constantly” hit their financial targets. Targeting consumers in relevant places improves the likelihood of customer conversion.
6. Attribute your success.
If you keep track of how your customers are engaging with your content, you’ll have a strong database loaded with information on how to target your consumers in a better way.
For instance, you can check which particular channel leads to the desired customer action, such as a click or successful product sale, and tailor your future campaigns subsequently.
You can recognise how much of the engagement was on mobile compared to desktop, segment your audience based on their media choices and concerns and tailor your media plan to optimize further success.
7. Drive relevant content to your best customers.
A data-driven approach will allow your marketing campaigns not just to send huge display ads across a wide audience, but preferably to put the right content in front of the right people in the right places.
Multi-channel marketing campaigns provide a full view of your customers’ digital playground, enabling you to drive the most relevant content to their favourite channels.
8. Give a positive brand experience and develop lasting relationships
The better you know your consumers and reach them on the appropriate platforms, the less likely they are to find your ad disturbing.
Don’t create interruptions to the consumer experience, rather seamlessly integrate over their devices for positive brand experience and resolute brand-consumer relationship.
How to design an Efficient Multichannel Marketing Campaign?
Now you become aware of the urgent need to have an intelligent multichannel marketing strategy; you are going to be questioning about the ‘How to’?
a) Set your campaign purpose
From the beginning itself, you must determine the intended outcome of your multichannel marketing strategy. Broadly, a multi-channel strategy can be for Procurement, Retention & Information. Based on their end-result, the campaigns will change in terms of their influence, communication, and performance. For instance, an informational campaign regarding a government regulation change might be sent to your whole user base. Still, a retention campaign might be targeted to a small segment of users who are about to complete one year with your brand.
b) Conduct user analysis
Data analysis will create compelling insights about the user and their online behaviour, likes, and preferences. Start forming a user profile based on the personal data (user’s name, age, location, income status, preferred language etc.) and behavioural data (search query, preferred brands and products, prior purchase data, average spend etc.) that your business continually collects.
c) Analyze multi-Screen behaviour
Pick-up on a cross-device method that is shown by your user while reaching your brand’s website or app and can attribute the total number of devices used by a particular user, the number of times they log on using every device and the time spent on each device, and the device that is utilised for general search and viewing, and the device that is utilised to make a purchase. At the end of this exercise, you will understand which device is more favoured, and the time-based usage patterns of each user.
d) Plan user segments
Based on your core strategy and the data obtained in the preceding two steps, build user segments to produce highly targeted campaigns. For instance, Your core approach is Retention, and you want to improve the number of repeat purchases for known users. The first step will be to refine all the users who have bought in the last six months. Data analysis will help you recognise X number of users who have bought products from ABC brand via a mobile app but began the search from a desktop. This can become a hyper-targeted segment in this particular use-case.
e) Prefer communication channels
Now that you understand which segment of users you want to target, you require to decide on the message channels. We are again considering the above example, where a particular segment consists of users who have started a search on the desktop but ended up buying via a mobile app. So, you can build a campaign, including Email, Web Notification, Mobile Push Notifications, In-App Message, and SMS.
f) Design personalized Multi-Channel message
For every channel, draft personalized messages that resonate well with your target segment.
- Email: Tell the user about the time that has passed since their last purchase, and ask them to buy again by selling their preferred brand’s new launches. Personalization tokens should incorporate: user’s first name, last purchase details (product + date) and suggest a product belonging to the user’s preferred brand.
- Web Notification: Start a web push message developing a product similar to the last purchase that goes to a preferred brand, and also drops in the average spend category of the user.
- Push Notification: Use this channel to push a profitable, time-bound offer that enhances the value for the end-user. Send a limited offer discount code that will trigger the user to take action and perform the action inside the mobile app. Personalization tokens should incorporate First name, preferred brand, customized discount code.
- In-App Notification: Create urgency in your in-app message to encourage immediate action within the app via deep connecting—support past behavioural information to highlight key events and triggers to improve the possibility of message engagement.
- SMS: Use SMS as a last-ditch note to remind your user about the limited-period offer that is about to end. Even leave a link that will bring the user back to their chosen point of purchase (app/website).
A multichannel marketing approach will see great engagement compared to your single-channel campaign. Why? Because your messages will be:
- Extremely targeted
- Contextual, thus providing real value
- Guided by logic using real-time data
- It is reaching every single user touch-point that matters.