Multichannel marketing has become a reality in this age of multiple screens. As businesses look for more ways to engage their customers, entrepreneurs need to understand the importance of using various marketing channels and tailor their strategies accordingly. Over time, the number of people connected to the internet via their mobile devices has increased significantly. As such, it has become imperative for entrepreneurs to understand the fundamental aspect of enhanced customer service and tailor their marketing avenues accordingly. In fact, more retailers are using multi-channel marketing strategies to keep their customers more engaged than ever. Just like the way a set of musical instruments yields a much richer musical experience than guitar or piano played alone, multi-channel marketing amplifies the brand. Below are some of the benefits of incorporating a multi-channel customer marketing strategy.
Improved Customer Engagement and Savings
Use of an omnichannel retail strategy can help entrepreneurs find the right combination that will deliver the lowest costs and yield a higher return on investment. Nothing could be better than using multiple avenues to convert prospects and engage customers when trying to sell a product. The more the paths to reach out to potential customers, the higher the odds of making a sale.
Improved Customer Perception
Customers who see a brand across multiple social media platforms are likely to view it as forward thinking and become loyal to it. Numerous marketing platforms give customers more opportunities and touch points to engage with a brand and information that is valuable to them. While it seems expensive to observe and understand consumer habit, enterprises can utilize multiple marketing channels to gain insight into their buyer’s journey. Customers are also more receptive to chats and interactions via different communication platforms. You can use either text messages, email, phone calls, mobile push notification, or Facebook to uplift your campaign and improve the response rates.
Stay Ahead of Competitors
Irrespective of the challenge plaguing your business, entrepreneurs need to catch up with the reality of tech-savvy consumers who are engaging across different marketing channels. Research has shown that brands that utilize social, display, video, and mobile marketing simultaneously achieve a higher return on investment compared to their counterparts. Unlike traditional marketing platforms, digital marketing transcends all location and time barriers that could be crippling your business. You can use medium such as email, social media, and phone calls to reach users on dinner date or concert with friends, in bed at home, and on the commute to work. Enterprises can also utilize real-time location services to stay ahead of the curve and optimize their marketing campaign.
Attribute Your Success
Tracking how consumers engage with a brand or content can help an enterprise create a database to connect with their target audience. For example, it’s easier for a venture to attribute which marketing channel led to successful product sale or more clicks, and tailor their marketing strategies accordingly. Multiple marketing channels also allow entrepreneurs to adjust their media plan and segment their audience base to optimize further success.
Drive Relevant Content to the Target Audience
A multi-channel marketing strategy empowers an enterprise to send multiple display ads across a broad customer base. It also ensures that a venture puts the right content in front of the demographic it targets. In short, multi-channel campaigns allow businesses to drive the right content to their target audience using their favorite avenues.
Using different marketing platforms in ways they support and complement each other can help generate better results. For example, a digital marketer can use any other channel to reinforce a message if a push notification fails to deliver a response in time. Customers’ brains are wired to differentiate between information that they can retain and notice versus the one they can discard immediately. As such, enterprises need to use different approaches to get the attention of their audience. Using multiple channels to send a message is more effective than sending it via a single channel.
Author Bio: Jeremy is a tech and business writer from Simi Valley, CA. He’s worked for Adobe, Google, and himself. He lives for success stories, and hopes to be one someday.