What is multi channel marketing ?

Published by Elodie on

9 minutes

What is Multichannel Marketing? Let’s try to answer this question together and understand the pro’s and counts.

What is Multichannel Marketing?

Multichannel marketing can be defined in a number of ways, but at its core, it essentially, by implementing a single marketing strategy across multiple channels or platforms, multichannel marketing maximizes opportunities to interact with prospective customers. A channel might be electronic mail, a printed ad, retailing location, a website, a promotional event, a mobile app, SMS messaging, a product’s package, or word-of-mouth. 

Why should you do Multichannel Marketing?

As a marketer knows, multi-channel marketing has a number of perceived benefits.

  • Create a strong spider web to catch your prey. 🕸 Multichannel is about reaching out as far as possible to get the maximum number of touch points with the customer. However, the multi-channel approach only considers a certain number of touch points as it is about offering the best experience to customers across all touch points.
  • Improve brand image. ✨ You need to be everywhere, and show your face or your brand as much as possible. Why ? Because you need to stay in your prospects mind. That’s the only way to get them to get your products, talk about you, and increase your brand awareness. How? Multi-channel helps you to be on different communication channels to spread your message louder. 📣
  • Hitting the spot. 🏌️‍♂️ Starting with a buying cycle and reaching them with targeted messaging within their channel journey, Multichannel Marketing may allow you to reach customers on the channel of their choice. To make sure you have all luck on your side so as to convince them, you’ll need to send the right message, on the right channel, at the right time. Hitting the bullseye on a target can be hard. 🎯 But multi-channel strategies will multiply your chances.
  • Data analysis is your gem. 💎 The more channels you have, more you have prospects behaviors to analyze: Click rate, open rate, conversion rates and so on. The more you’ll understand and find the pattern that makes your prospect click on “buying” your product, the more you’ll be able to reproduce the multi-channel sequences.

 

How to Create a Successful Multichannel Marketing Strategy?

  • You need to think! You know, with your brain. 🧠 Marketing is great. But without a strategy it makes no sense at all. You’ll need to create a real multi-channel strategy and always review what you’ve put into place. Am I targeting the right audience? Am I using the right channels? Is my message clear and does it attract prospects?  Am I putting forward the added value I bring?
  • Don’t be afraid of complex sequences, everything is possible. 🦸‍♂️  At first, you’ll find multi-channel intimidating. I can understand that. But, with the right tools, a few YouTube tutorials and some motivation, you can honestly find out how to use a lot of different channels.
  • Don’t be in the rush. 🧘‍♀️ It will take time, mostly at the beginning. The time and effort you put into it will be the seed of the fruit of your success.
  • Don’t be cheap. 💱 You’ll have to invest a bit of money into great tools. They will help you to automate your marketing and your prospecting. Find out what your budget is, there are enough tools out there to find one or two that respond to your demand according to the price range you are choosing.
  • Get a great team. 💪 You’ll need to send transactional emails, LinkedIn messages, maybe Facebook or Instagram posts, create lead magnets or webinars, send letters… Depending on who your target is and what the best way to contact them is. Because of the plurality of actions, you will need to create a team with a great dynamic and communicate on every aspect of the strategy. Get informed, or you’ll lose clients.
  • Go deep into the internet and check out different tools. 🤓 Last but not least, check out comparative studies about multi-channeling and automation tools.

Multichannel Marketing and Omnichannel Marketing: is it the same thing?

First of all, let’s talk about definitions 👨‍🏫

  • Omni-channel: Using all available acquisition channels. 🔥
  • Multichannel: Using several different channels without communications being linked.
  • Cross Channel marketing: Working as “sequences”, this strategy is an optimized channel experience. A prospect enters a sequence in which the marketing messages are linked and follow a certain continuity, we call it a conversion funnel. 🚀

With multi-channel strategies it is possible to interact with more prospects and at a higher frequency, however brands must have a strategy that unites the customer experience across all channels. It’s called: Omni channel. Using all channels possible to convert the prospect. 

Omni channel does not exist without Multichannel, but the opposite is not true. With Omni channels, each channel works together to create a unified experience. 

Example 1: What is a multichannel marketing strategy ? B2b

  • A prospect receiving a LinkedIn message about a new product on growth marketing.
  • A prospect receving an email on which one is linking the demo of that product.
  • A prospect is receiving a call from a salesperson about the demo they watched.

Of course, in order for this to work you need to make sure that your contact is giving you their details, so you’ll have to add some contact forms along the way.

Example 2: What is a multichannel marketing strategy? B2c

  • A customer receiving an SMS message about a sale or promotion, with an end date.
  • A customer receiving an email about the end date of the promo code approaching.
  • A customer receiving retargeting ads when they abandon the promo code and then overbid with the company’s news.

What is Multichannel Marketing? promo code

How to get information from your prospect ?

A contact form is the best way to do it. It can be online, with what we call a lead magnet: I give you a piece of information, a study case, a document in exchange for your email, for example.

What is Multichannel Marketing? lead magnet

If you already have their email, well done. Step 2: get their other information. For this, a call-to-action is perfect. By clicking on the button, they will access to a new form, on which one you can ask them:

  • To connect with their LinkedIn account.
  • To type their phone number to receive a call.
  • To enter their address to send them a brochure.

What is Multichannel Marketing? Call to action

The Future of Multichannel and the transition to Omnichannel Marketing

It’s like going around in a circle:

  • More companies and shifting to advanced sequences of omnichannel and multichannel marketing, so there’s more competition. 🗻
  • The more competition there is, the more you’ll have to do (more than competitors) to make sure you’re not losing clients into their loop.
  • You need to create your own personalized and creative loop to keep your client, but you also need to expand, as your competitors are expending and getting more clients. You need to fight with the same amount of budget and soldiers, and if possible, always have more than them. 🥊
  • Essentially, wars have become digital, and to make sure your company is surviving, you need to use multichannel marketing.

Frequent questions about Multichannel Marketing

Which Marketing Channels to associate?

We’d love to give you a simple answer to this, but it really depends on which kind of business you have.

But, to help you out a little more, here are some channels that works well together:

 

  • Again, it really depends on what you’re selling and who you’re selling it to. The Z and Y generations are really into social media such as Snapchat and Instagram. Social media have powerful influences on their purchases. Using those media will help you reach your target audience.

What is Multichannel Marketing? Z generation

  • What is the key in B2b Marketing? Well, it’s not that complicated. You’ll need to oscillate between creating content (brand awareness) and interacting with the prospect (Hunting) or client (nurturing). You’ve got many options for this. The best way to be powerful, is to centralize all your prospect informations in a CRM and personalize your campaigns across every channel. 🔥

If you’re looking for an automation tool and CRM  [Emailing + LinkedIn], you can follow this link and get a 7 days free trial for Waalaxy. 🪐

Try Waalaxy Now 👩‍🚀

What is Multichannel Marketing? b2b

  • For the older generation: What is Multichannel Marketing? I find it quite hard to adapt to the older generation because we really don’t have the same codes and we don’t buy the same products. You need to incorporate online and offline channels such as markets and exhibitions.

What is Multichannel Marketing? old generation

How Do I Measure Multichannel Marketing Results?

Again, your marketing analytics and your results will really depend on who you consumers are and what you sell. So everything I am going to tell you now needs to be adapted to your business.

The best indicator is an arrow going up 🏹 or down 🔪. It means that what you’re doing works and you’re getting more clients. Let’s take a closer look.

Sales BtoC: Multichannel Marketing

  • 👩‍❤️‍👩 Loyalty rates: How many points in your loyalty program are actually redeemed for rewards.
    • High redemption rate indicates growing customer loyalty. You will need to calculate a percentage (Ex: Number of program members/Total customer numbers). 
  • 🥇 Number of new customers:
    • The best way to calculate it is a week to week analysis when you’re just starting your company.
    • Then month by month for a short term strategy. It’s important to adjust your strategy during the year, “the month to date report” is our favorite.
    • Year by year, for a long-term strategy.
  • ⏰ Time to convert or bring your prospects into a  sales cycle:
    • First thing to think about: How many hours are in a day? No, the answer is not 24.
    • In national Btob sales , it’s usually from 9 am to 9 pm. So your conversion day last 12 hours.
    • For an international BtoC sales, it can get closer to 24 hours.
  • 💱 Number of leads and conversion rate:
    • Your conversion rate is the percentage of prospects who have become real customers, performing actions related to online purchases.
    • What to do with that rate? You need to change your strategy if your conversion rate is small.
    • Maybe: You’re not targeting the right person? Your tool doesn’t respond to people’s needs? The information is not clear? The user experience is complicated? You need to find out what is wrong with your strategy.
  • 🃏 Return on Investment (ROI):
    • Return on investment = (gain or loss of the investment – cost of the investment) / cost of the investment.
    • For an investment costing 10,000 euros and yielding a gain of 15,000 euros, the ROI is equal to (15,000 – 10,000) / 10,000, or 50%.
  • 😿 Number of canceled orders:
    • We also analyze sad KPI’s. Cancel orders means that something went wrong in the payment process. If clients got to that point, it means that they were interested in the product. Now, why haven’t they not bought it?
    • The typical shopping cart abandonment rate for online retailers varies between 60% and 80%, with an average of 71.4%. It is claimed that the best optimized checkout process has an abandonment rate of 20%.
    • If you want to get more insight, you can ask them what went wrong: it’s the same process for an uninstaller.

What is Multichannel Marketing? uninstall

E-sales: Multichannel Marketing

  • 💲 Cost of items sold:
    • Cost of developers, software, raw material…  A product is never free, no matter if it’s an online or a physical one.
    • Crossing information about cost and conversion rates can help you figure out if you’re making any benefits from your sales.
  • 🦅 SEO Website traffic:
    • This is by far my favorite (I am an editor for a reason). Your traffic is a big part of your brand awareness and your conversion as well.
    • Check out on Google Analytics to get more information on:
      • Number of unique visitors and number of recurring visitors.
      • Time spent on the e-commerce site.
      • Number of product reviews.
      • Page views per individual visit.
      • Blog traffic.
  • 🏴‍☠️ SEA (Paid Advertising):
    • Do you want to conquer territories as a pirate? Use social media Ads and Google Ads and find out the:
      • Click-through rate of advertising campaigns.
      • Affiliate channel campaign performance rate.
      • Volume of cost per click traffic or cost per 1000 views.
  • 👩‍💻 The people on the other side of the screen.
    • Salespeople, customer support, chatbots etc. all have precious data.
      • Number of emails sent to customer service, response rates, satisfaction rates.
      • Number of calls to the customer service team, average time spend, number of new clients after calls.
      • Number of open chat sessions with customer service, number of problems, questions, and satisfaction rate.
      • You can even use those numbers on your landing page to increase desirability.

What is Multichannel Marketing? rates

To conclude

So, now we have answered:

  • What is multichannel marketing?
  • Why and how to start with multiple digital channels?
  • How to create a real customer journey.
  • How to calculate the success of your campaigns.

I hope we helped you out. 😊

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