What Is Multichannel Marketing And Why It Matters In Business

Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.

Understanding multichannel marketing

It’s important to understand that multichannel marketing involves targeting several marketing channels simultaneously. Targeting more than one channel has obvious benefits for reaching more consumers, with studies showing that multi-channel consumers might spend more than single-channel customers. 

For instance, imagine the case of a consumer looking to buy a new television may go through various stages of research. They may read blog post reviews and then physical brochures. They may even visit a bricks and mortar store and listen to radio advertisements on the way there. In this case, the company manufacturing the television should target the consumer across multiple channels – particularly those channels where the consumer is ready to buy.

Of course, the channels a business targets will depend on the industry it is in. Banks and other financial institutions use call centers to market to consumers, but you’d be unlikely to see an ad from your bank in a catalog. Having said that, supermarkets rely on catalogs and television as their main marketing channels without any reliance on call centers. 

Implementing an effective multichannel marketing campaign

Multichannel marketing campaigns should follow this basic three-step framework.

1. Create a buyer persona

While some consumers will interact with a business through several channels, crafting a buyer persona helps marketing teams identify groups of consumers most likely to interact on certain channels and target them accordingly.

2. Craft a consistent message

If a business wants a relevant presence on print, TV, and radio, then it needs to develop a consistent message across all three channels. Customer interaction must also be similarly consistent. In other words, the customer must never feel as if they are interacting with a different business as they switch channels. 

3. Integrate the data

Websites will invariably collect the most data on consumer interactions, but this does not mean that another department could not benefit from this information also. For example, a consumer who adds items to a website shopping cart without purchasing may benefit from an email or follow-up call from sales addressing any concerns. 

Benefits of multichannel marketing

There are several benefits to multichannel marketing, including the abilities to:

  • Connect with consumers across multiple channels. Since the average digital consumer owns 3.64 connected devices, businesses that target a single device or channel are missing out on potential revenue.
  • Keep pace with modern lifestyles. Historically, marketing efforts were limited by time or location. Multichannel marketing allows businesses to reach consumers from the minute they wake up until the point in which they go to bed – and everywhere in between.
  • Gain a competitive advantage. For some businesses, multichannel marketing is easier said than done. However, those that manage to implement display, mobile, social, and video marketing simultaneously can increase their ROI by as much as 500%.

Key takeaways

  • Multichannel marketing uses a range of online and offline marketing communication methods to target and engage with consumers.
  • At its core, multichannel marketing involves creating a buyer persona to create a consistent marketing message across all channels. Consumer data should also be shared freely throughout the company to further enhance consistency.
  • Multichannel marketing is a 21st-century form of marketing, ideal for modern, ultra-connected consumers with fast-paced lifestyles.

Connected Marketing Concepts

Affiliate Marketing

Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.

Ambush Marketing

As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.

Brand Building

Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.

Brand Equity

The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.

Brand Positioning

Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.

Business Storytelling

Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.

Content Marketing

Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.

Digital Marketing

A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.

Growth Marketing

Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.

Guerrilla Marketing

Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.

Inbound Marketing

Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.

Integrated Marketing

Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.

Marketing Mix

The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.

Marketing Personas

Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.

Multi-Channel Marketing

Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.

Multi-Level Marketing

Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.

Niche Marketing

A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.

Relationship Marketing

Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.

Sustainable Marketing

Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.

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