Multichannel marketing means different things to different people, but at its core it means utilising multiple platforms to promote your campaigns. Instead of running a single start-and-stop campaign or using one marketing tactic, like TV or email, marketers today are aligning with how consumers operate: in lots of places all at once.
Ultimately, it is because customers are no longer on just one single channel. For example, we use our phones while typing on our laptops and watching TV, we ask our friends (both on social media in person) for product recommendations, and before we even think about reaching out to a company, we do as much online and offline research as possible. Consumers are more informed than ever, and if we want to reach them, we need to make sure we are giving them all the information they want, when and where they want it.
Examples of communications channels could include, but are not limited to:
Increase consumer engagement and conversion rates: By strategising your campaign across multiple platforms and devices, you’ll see a higher engagement rate from your consumers. 72% of consumers say they would rather connect with brands and businesses through multi-channel.
Keep up with today’s on-the-go users: You’re not limited to time or location. You can reach users across mobile, desktop, email, and social throughout their daily journey, on the commute to work, in bed at home, at a concert with friends, and so on.
Increase your customer base and lower customer acquisition costs: The best combination of multiple channels for an optimised media plan tailored to your target audience, will also deliver the most number of customers with the lowest Cost Per Acquisition. According to the CMO of Adobe, 52% of multi-channel marketers say they “usually” or “always” hit financial targets.
Data volume: If you keep track of how your consumers are engaging with your content, you’ll have a powerful database filled with information on how to better connect with and target your consumers. For example, you can attribute which specific channel led to a desired consumer action, such as a click or successful product sale, and tailor your future campaigns accordingly.
Provide a positive brand experience and build lasting relationships: The better you understand your consumers and reach them on the right platforms, the less likely they are to see your ad as annoying. Don’t interrupt the consumer experience, seamlessly integrate across their devices for a positive brand experience and lasting a relationship.
HubSpot has all the tools to facilitate an effective multichannel marketing campaign. Let’s look at a few:
If you would like to know more about what goes into a successful multichannel marketing campaign. Download our latest infographic, “The Anatomy of an Effective Multichannel Marketing Campaign”. Click below to get your copy.