Multi-Channel Marketing: The Dos and Don’ts

TNS Experts / March 3, 2020 | 4 Mins Read

Multi-Channel Marketing: The Dos and Don’ts

In today’s modern marketing era, there are many channels a business can take advantage of in order to reach potential customers.

Multi-channel marketing is an intricate process, which requires a well-thought-out strategy so that your target audience does not feel annoyed. Let’s have a look at multi-channel marketing in detail.

1. What is Multi-Channel Marketing?

The use of multiple-channels in order to reach a customer and ensure delivery of content is known as multi-channel marketing. This gives customers the benefit of choosing their desired conversation medium. A digital agency uses numerous channels for its marketing campaigns. These include:

  • Online advertising (PPC, SEO, etc.)
  • Retail storefronts
  • Website (Content Marketing)
  • Email Marketing
  • Mobile Marketing
  • SMS / MMS
  • Social Media
  • Mobile / Web Applications

Here’s an example that will help you understand how multi-channel marketing works:

Google Ads: PPC ad extensions by Google Ads allow you to easily market your brand across multiple channels. Once you place a Google Ad that has an extension, you give visitors a click-to-call option. The phone number is written on the banner and all the customer has to do is click on it to dial it. This combines mobile activity with PPC

The same PPC extension also advertises a coupon. The coupon can be pushed digitally to consumers using SMS with a redemption link. Consumers click the redemption link to obtain the mobile coupon and redeemed it at retail stores to avail the discount. This online to offline activity is also commonly known as O2O strategy.

There are numerous advantages of using multi-channel marketing such as cost efficiency, measurable results and improved understanding for customer response to communication channels. One great way to harness the power of multi-channel marketing is to add automation to enhance the overall effectiveness for digital marketing — multi-channel marketing automation

This solution allows you to design campaign workflow to automatically trigger messages based on time, events or rules. With the help of automation, you can take digital marketing to a new level of personalisation. Ultimately,  the goal is to send the right message, to the right customers, at the right time; and using the right channel (SMS, Email, Social, Web).

2. Dos and Don’ts of Multi-Channel Marketing

According to research, companies can achieve a 24% greater ROI through multi-channel marketing. In fact, customers prefer it when they are able to find their brands across numerous channels. Now that you know how beneficial multi-channel marketing can be for your business, let’s have a look at its dos and don’ts:

Dos

a. Do Target the Right Audience

In order for your multi-channel marketing campaign to work, you need to make sure that the channels you are choosing hit the mark. For example, let’s say that you have decided to market to your “Generation Z” audience.

You need to pick specific channels that Generation Z visits the most, such as YouTube, Snapchat, Twitter, etc. Since Generation Z heavily uses social media platforms, most of your marketing efforts should be focused there.

b. Do A/B Tests to Find the Right Combination

Trial and error are part of a multi-channel marketing campaign strategy. In order to find out which channels your target audience gravitates towards, use different combinations and measure the response rate. The marketing channels with the higher response and conversions should ultimately be the choice for that target segment when you design your campaign strategy.

c. Do Create a Marketing Framework

In order for your marketing campaign to be successful across all channels, you need to create a framework. Here are the components of a basic marketing framework:

  • Branding: Positioning your brand according to your target audience
  • Planning: Creating a marketing plan that clearly outlines your ROI
  • Website: Creating websites for SEO
  • Collateral: A brochure that outlines solutions to any future collateral that might arise
  • Digital and Content: Creating your content and choosing the right digital marketing methods for brand exposure
  • PR and Social: Building reputation by closely interacting with your customers
  • Traditional: Incorporating traditional marketing methods, such as email marketing

Don’ts

a. Don’t Deliver Different Messages through Different Platforms

The key is to remain consistent. One of the biggest mistakes that brands make is communicating across multiple channels without a consistent message.

For example, your product’s jingle in the video talks about a unique feature that your new and improved product now has, but the link that takes you to the blog does not give any detailed information about it.

b. Don’t Miss the Small Details

Multi-channel marketing works through an intricate network of clicks and links. If you miss something in the content, your customers will not be able to jump to the next channel. Imagine you are trying to increase the sales of your product and therefore, make a video with an expert reviewing your product.

However, you forget to add a link to your product page at the end of the video. With no link in sight, the customer can’t visit your product page and learn more about your products. 

Remember, your aim is to direct your customers to your website so that they can make a purchase. If they don’t find a CTA, they will not be able to buy from you.

c. Don’t Just Rely On the Clicks

Clicks do not equal high conversion rates. Inadequate planning can quickly turn into a nightmare. For example, imagine you are using multiple channels to increase your special dessert sales and for this reason, you offer a discount. In order to avail a 60% discount on their next order, all a customer has to do is click the ad, take a screenshot and email it to you. 

After a day of posting the ad, you receive numerous discount requests that exceed your quota. But you didn’t mention on the ad that you had a quota! Through this strategy, you may get clicks, but you may lose customers as now your brand is seen as unreliable. A better approach would be to mention a quota, for instance, the first 30 emails we receive will be awarded the discount.

It is important to plan your multi-channel campaign. You cannot randomly pick channels just because they are trending. You need to strategize, keeping in mind your target audience. This is how you can ensure a high conversion rate and build a huge customer base.

TNS Experts

This post was submitted by a TNS experts. Check out our Contributor page for details about how you can share your ideas on digital marketing, SEO, social media, growth hacking and content marketing with our audience.

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