Chances are you have heard plenty about the significant changes that are occurring with how consumers make purchases. Accordingly, marketers have made major changes to their methods of marketing to consumers. In 2014, there was a 137% increase in multi-channel digital marketing. 500% more brands used social, display, mobile, and video marketing simultaneously in the same year. The term “multi-channel marketing” is now frequently used to describe this shift in marketing tactics. Here is a brief introduction to multi-channel digital marketing.
What Is Multi-Channel Marketing?
Customer communication and marketing can occur on many channels and platforms, both online and offline. Marketers today realize the increasing futility of relying solely on TV or email campaigns to market products and services. Multi-channel marketing is a continuous campaign aligned with how most consumers choose to operate today. Consumers face many choices every single day. They have many different channels and many different websites and blogs to choose from. Marketers have to change their tactics in order to adjust to consumers having extremely easy access to content. Multi-channel marketers focus on identifying the main channels and platforms used by their target customers. These marketers learn exactly how their target customers use these channels and move from one channel to the next. This allows multi-channel marketers to create a continuous marketing experience for their target consumers.
How to Gauge the Success of Multi-Channel Marketing
The main purpose of multi-channel marketing is to create a presence for a brand across many different platforms. Online platforms include social media websites, search engines, email, blogs, and more. Offline channels include radio, print, and TV.
Realize that simply being present on many different channels is not enough. The marketing campaign needs to consider several areas of multi-channel marketing for success:
- First, have at least one buyer persona clearly defined. You may need multiple buyer personas if the business offers a variety of products and services. Make a list of characteristics of the ideal buyer. These specifics will help you decide which channels you should focus on the most.
- Focus on providing content of value and relevance to the consumer. Simply pushing marketing messages is not enough. The inbound approach is essential to the success of multi-channel marketing.
- While it is important to market to many different channels, all marketers should work together as a team. Your campaign won’t be as effective if you set up a presence on many different platforms separately. It is important to create harmony among platforms. For example, your blog or website should link to social media websites, such as Twitter and Facebook.
- Marketers don’t need to set up a presence on all platforms, but it is essential to have a responsive, mobile-ready website. You should give your audience easy access to all marketing channels.
- In order to evaluate the success of the marketing campaign, marketers need to establish a way to measure the results across all channels. This provides the insight to alter strategy to focus on the most effective channels. One way to track results is through the use of closed-loop analytics.
Overall, your goal as a marketer is to influence and convince consumers to see the value of a product or service and accept your call to action. While radio, print, and TV campaigns are considered traditional ways to advertise, more and more marketers are realizing the importance of creating an integrated brand presence on multiple digital platforms. How about you?