Multichannel Marketing: Sell Everywhere Your Customers Are
Today’s consumers are on the move—seamlessly shifting from desktop to cell phone to tablet and rapidly cycling through digital channels like websites, apps, social media and email.
With this constant fluctuation, your customers aren’t in just one, two or even three places; they are virtually everywhere. And that means your marketing needs to be everywhere they are too.
More channels give consumers more control over the buying process.
In a marketing landscape flooded with channels, your customers have more choices for consuming content than ever before.
And they are using that power of choice to take control of the buying process by deciding how and where they interact with your brand—making it imperative that you meet customers where they are with content that compels them to choose you.
You can’t sit back and hope customers find you.
If you’re waiting for customers to find you in today’s crowded marketplace, you could be waiting a long time. It’s up to you to go out and find your customers. And that’s where multichannel marketing comes in.
In the simplest terms, multichannel marketing is the practice of promoting and selling to consumers using various channels. However, effective multichannel marketing isn’t a scattershot approach where the company that uses the most channels wins.
Effective multichannel marketing is targeted—leveraging only the most relevant channels to reach your ideal customers. Effective multichannel marketing also makes it easier for customers to learn about, interact with and make purchases from your brand in channels where they already spend their time.
But how do you know where your customers are?
Merely guessing or assuming which channels your customers use won’t cut it. In fact, it often leads to wasted budget and damaged reputation.
Data is the best way to pinpoint where your customers are. It boosts your ability to zero in on your buyers’ lifestyle, interests, past behaviors and location to discover what channels they are using.
Once you identify the right channels, you have to do more than splash your logo or a generic brand message across them. You have to give your customers personalized content worth engaging with. And data helps you there too.
The more data you have about your buyers, the more effective your multichannel marketing will be.
Increase your reach—and your revenue.
When your marketing and advertising are active in the right places, you increase your brand’s visibility. And the more views you get from your target audience, the better your chances of creating a connection and earning a conversion.
Here are some of the channels we use to ensure our clients’ messages find the right audience.
1. Email: Targeted email campaigns get your brand in front of the consumers you want to reach.
2. Display Ads: Pulling from a variety of resources in the media buying world helps place your display ads on websites relevant to your product or service.
3. Social Media Advertising: Platforms like Facebook, Instagram, LinkedIn and Twitter amplify brand awareness, increase site traffic and find new buyers for your products and services.
Multichannel marketing is more than a passing trend.
Your channel-proficient, purchase-empowered customers expect a lot and demand even more. If you don’t meet them where they are, or you make it difficult for them to interact with you, they will move on to the next company.
As the number of digital channels continues to rise, so does the need to embrace multichannel marketing. Those who don’t embrace it run the risk of getting left behind.