How to build an effective multichannel marketing strategy

Nov 16, 2021 | Articles

Roberta Cilento

Roberta Cilento

Contributor

Multichannel Marketing strategy

Are you ready to start planning your first multichannel marketing strategy?

Black Friday and Cyber Monday are coming and, after that , Winter Sales will start. The next three months are definitely some of the most important of the year for retailers and marketers and you should take 100% of advantage from them.

But wait, do you know what a multichannel marketing strategy is?

According to sas.com:

It refers to the practice of interacting with customers using a combination of indirect and direct communication channels โ€“ websites, retail stores, mail order catalogs, direct mail, email, mobile, etc. and enabling customers to take action in response using the channel of their choice.

You are probably used to focusing on a single channel. As we mentioned also in one of our previous articles (you can check out the first part here) this strategy can be extremely risky. Why?

Focusing on just one channel would make your entire strategy vulnerable to factors that are mostly out of your control.

Why can a multichannel marketing strategy improve your results?

Did you know that companies that use multichannel marketing experience 3x higher effectiveness rates than those that use non-integrated campaigns?

Source: heinzmarketing.com

But what are the differences between multichannel and omnichannel?

  • Multichannel Marketing strategy is channel focused

Marketers push products or services through more than one channel, treating each channel as a separate medium that operates independently of all the others, but are still part of the same strategy.

  • It’s easy to implement

Multichannel marketing strategies are simpler and less expensive to implement than omnichannel.

  • It helps you to connect with your customers

A multichannel approach allows businesses to connect with customers across all of their favourite platforms.

Multichannel Marketing strategy

  • Increase engagement

When you reach out to your customers through multiple channels you have the potential to significantly increase their engagement.

  • Gather useful data

Optimizing your multichannel campaigns, you will begin to gather massive amounts of data on your customers.

  • Build brand recognition

Creating great content across multiple channels will allow consumers to recognize your brand.

How do these strategies work?

To apply this kind of strategy we recommend you to use the Smart Insights RACE Planning Framework. 

RACE covers the full customer lifecycle and itโ€™s structured as follows:

  1. Plan

Define your goals and strategy.

2. Reach

Grow your audience using paid, owned and earned media.

3. Act

Prompt interactions, subscribers and leads.

4. Convert

Achieve sales online and offline.

5. Engage

Encourage repeat business.

Multichannel Marketing Strategy

One of the most important benefits of multichannel is the building of a strategy where every channel has its purpose. This means that you wonโ€™t lose perspective and that you will allow your customers to reach you no matter where they are.

Because, as Misia Tramp (VP strategy & Insights and Keynote speaker) said:

A multichannel approach means understanding how to eliminate effort from the customer experience.

So, when working on your strategy, remember to:

  1. Study your audience
  2. Focus on your message
  3. Use automation tools
  4. Track your results
  5. Repeat

How to break the single-channel dependency?

If you wanna know more about how to break the single-channel dependency, just check our previous articles: you can read the second part here and the third one here.

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