So what is this multichannel marketing everyone is speaking of?? We define it as the practice of interaction with customers using a combination of indirect and direct marketing channels. Websites, social media, direct mail, emails, and more enable customers to take action, preferably to buy your product or services by utilizing the channel of their choice.
For example, a search for products or solutions may originate with a web search, leading to initial research on company or partner sites. This initial search may complete, then reinitiate later with an ad on a social platform, which may proceed to you downloading an app.
Why is this important? Multichannel marketing is important so you can ensure you are where your customers are. If you are anything like us, your customers are EVERYWHERE. Since campaign success is largely tied to consistently getting the right messages in front of target audiences, a single or even dual-channel approach to marketing is quickly becoming a thing of the past. Did I mention that multichannel customers spend three to four times more money than single-channel customers do?
Today especially, there are more ways than ever to reach customers. As the number of channels continues to rise so does the need to embrace multichannel marketing.
So what does it take to do multichannel marketing right?
- Audience management
By properly managing your audience definition you can more effectively influence when, where, and how buyers experience your brand. Instead of building individual lists that only support a specific campaign, it’s possible to think more historically and reuse these audiences over time to drive increased results based on user-defined communication patterns.
- Connected, Multi-channel automation
Defining reusable audiences is the first step in a connected customer experience. The second step is being able to orchestrate a desired experience based on buyer interactions. To accomplish this across channels, a marketing automation platform must support trigger-based responses across channels within the same automation flow.
- Create a consistent customer experience across all channels
A centralized marketing automation platform will allow marketers to scale these attempts across all channels. Now that it is possible to customize the individual user’s experience, personalization should be prevalent and echoed within all marketing channels.
72% of consumers state that they want an integrated marketing approach. By evolving into a successful multi-channel marketing company 77% of marketing professionals agree that you will then drive more sales and profits.
So, what’s stopping you?