What Is MultiChannel Marketing
Multichannel marketing is the blending of different distribution and promotional channels for the purpose of Marketing. The ultimate goal is to give consumers a choice, and allow them to buy when and where they want to. It’s so easy to put into words but it’s more difficult than you think to implement. Multichannel marketing requires planning, strategy, and a little time for it to all come together. Here are three ways for you to get it right – the first time.
Create and maintain a single view of the customer
Having a single view of the customer is very important. This is because today’s customers often interact with your brand in a variety of ways that involve more than one touch point. It is vital that you have customer insight on how they behave across all channels so you understand each customer’s value. To get a single view, it may help to establish a centralized marketing data approach that consolidates all customer data in one place. Having a lot of customer data isn’t the same as having a single view of the customer. The data is important, but what you do with the data is also just as important. Just as the customer does, your customer view must evolve – this means bringing in new data and refreshing the old data.
Establish a Multichannel Marketing Platform
Finding the right multichannel marketing platform is critical. You must find the right platform for your business. There are certain technologies in a software that can help. When looking for a multichannel marketing platform, look for a platform that has campaign management, advanced analytics, advanced execution, response attribution, and digital marketing. Establishing a multichannel marketing platform enables you to integrate traditional and emerging channels. You will also be able to simplify the creation and execution of cross-channel campaigns – a single campaign can be replicated across various channels. Essentially you are able to reach the right person at the right time while reducing costs and improving the effectiveness of your marketing efforts.
Create Consistent Customer Experiences Across All Channels
Your customer experience is the most powerful competitive differentiator. The quality of the customer experience is important and consistency is equally important. There is so much value when your customers interact online, in store, or over the phone and have a positive experience. Treat each different channel the same, you don’t want to run the risk of a customer turning against you for failing to deliver consistency.
As you can see, multichannel marketing is a lot to handle, but with the right team and right platform – you’ll do just fine. Questions on multichannel marketing? We’ve got you covered! Give us a call today – we’ll help you along the way!