All About Multi Channel Marketing

We’ve gone a long way from what marketing was, to what it is now. We are living in a world where different varieties of consumers are interacting with an increasing number of channels online. Marketing communications continue to develop and evolve as it tries to meet the growing demands of today’s online consumers. The success of online marketing campaigns is now mainly due to the conveyance of the right messages to the ideal audiences. With that being the case, relying on one – or even two – marketing channels is starting to become irrelevant.

Today’s marketing trend now involves buyers reaching brands across multiple different channels. The number of channels presents various opportunities to capture the buyer’s attention and give them all the more reasons to convert. For this to happen, it is essential that marketers start automating all the interactions that they make with their target audience, without being overwhelmed with all of the potential channels that you can take advantage of for communication.

So with that being said, what does it take to execute multi-channel campaigns without having to endure some additional workload or stress? Is communication even possible for all of the channels, or will compromises need to be made in your content distribution?

Here are three core functions of multi-channel marketing that will set the stage for current and future online marketing success.

1.) Proper Audience Management
Instead of focusing on defining your audience for each of your campaigns, you should create updating lists that can reset membership based on the field-level criteria and real-time interactions — all of which can be found on a comprehensive marketing automation platform. So instead of using the traditional ‘batch-and-blast method of marketing, you should focus on monitoring changes in audience status to determine their preferred channel of communication and the relevant topics that they want to see from your brand.

2.) Connected Marketing Automation
The very first step towards a more connected customer experience is to identify reusable audiences. The second step managing and providing an ideal experience based on the interactions made by your potential buyers. You should use a marketing automation platform that features the support of trigger-based communications across multiple channels within the same automation funnel.

3.) Web Personalization
Finally, personalizing your target buyers’ user experience on your official website is also essential. You should customize according to their activities and attributes that are happening in real-time. There is marketing automation that provides web personalization, a feature that will make personalizing your customer experience smoother and easier. Your overall marketing efforts should be scalable for this to be effective. So instead of just personalizing your content, you should also personalize your entire campaign, accordingly to each of your target audience.

Conclusion
Multi-channel marketing is already becoming a necessity in today’s online marketing. A holistic marketing automation platform will be able to provide every strategy mentioned above. These three tactics will enable you to target the main essence of targeting multi-channel and will deliver higher ROI and better results for all of your campaigns.

Avoid This Digital Marketing Mistakes

There is a need to look at the what-should-NOT-be-done side of things as well. This is essential so that you do not fool yourselves into thinking that you are on the right path and keep wasting money without getting an ROI.

When you know that you don’t know something, you can find out. However, when you don’t know that you don’t know, such a situation is risky. Here, is a list from my side to make you aware of some undetectable errors you might commit in your digital marketing pursuit.

1. Promoting Rather than Problem Solving:
Beating your own drum is something that doesn’t go well with the internet-savvy people looking out for any product/services. They are bombarded with promotional information continuously, you don’t want to do the same thing and get lost in the crowd.

Don’t boast about how good your product/services are, tell them how it can help solve their problems. They have come to your site or your ad, looking out for a solution, provide them that and you will hit the bulls-eye.

While it is okay to display your achievements, stage even that to appear more for ‘you-the-customer’ rather than the ‘I-me-myself’ attitude. How? Show client testimonials! And let your audience think if you can solve the problem for your existing clients, then you can for them as well. Be customer-centric, portray your product/services as solutions and see the magic.

2. Relying Heavily on any one Marketing Channel:
Doing this mistake would not only throw your digital marketing budget out of balance, but can reverse slingshot your revenue. You may have implemented many strategies throughout your experience, out of which say one or two may have worked the best.

And its the digital marketing mantra that one should maximize efforts on what works best; relying too much on this mantra could be dangerous. What if this channel suddenly becomes ineffective? What if the organic traffic that you were so proud of drops overnight thanks to the unannounced updates search engines come up with.

Such a repercussion would cause serious damage to your bottom line revenue. Therefore, resist the temptation to pour all the efforts into one channel and create a robust well-rounded multi-channel based marketing strategy.

3. Ignoring some Marketing Channels:
This point is similar to the point above, yet different in the way that it proposes using every channel whenever the time is right for your business. It is understandable that a few channels like pay-per-click might instantly thrust you into the limelight, but you should not ignore the other seemingly slower channels.

While it important to leverage the high-ROI-producing channels at the beginning, at a later stage venturing out into the others should be the aim of your marketing strategy. Invest your due efforts in SEO, no matter how time-consuming. 6 months down the line, when the search engines would start paying you back with relevant traffic, you will thank yourself you did it.

Go social; get your name out there. But, select the social channels carefully. LinkedIn and Twitter works best for B2Bs and the famed Facebook is the go-to channel for B2Cs. As you progress, throw in email marketing into the marketing mix, you will be surprised with its potential.

4. Not Assigning Numbers to Campaign Goals:
“Isn’t this basic”, you may think! Well… we usually deep-dive into the advanced stuff and forget the basics most of times. So, set measurable goals for your campaigns! Say, you want to increase the number of leads generated for a B2B company, set a goal of +20% in a given month, then work towards it.

Don’t just say, I want to increase the leads – that’s just wishful thinking! If you define your goals in terms of numbers is when you’ll be able to scale your efforts, otherwise you’ll keep stepping in all directions without moving an inch ahead.

In addition, remember, you are investing money in your efforts; the person who is carrying out the campaigns doesn’t come free. Moreover, if you are investing money in paid marketing, not setting measurable goals is sure-shot recipe for disaster.

5. Poor Data Interpretation:
If you have ever seen the analytics dashboard, you’ll see how it shows different traffic channels like organic, direct, paid, referral etc. Now, direct traffic interprets into people manually typing in your website’s URL and coming in.

However, you need to make sure that the direct traffic numbers doesn’t consist of your internal employees. Ignoring this would result in data dilution and wrong interpretation of data.

Besides, choosing the wrong metric to define your data could be disastrous. For example, if you have a high ‘pages per visit’ or ‘average visit duration’, you may feel that your customer is spending more time on the site, whereas the reality would be your visitors are not finding what they are looking out for.

In conclusion, the 5 points given above are not about the tips or tricks of digital marketing, but more about its core. If you avoid these, you can make any campaign rock, while extracting the maximum bang for your buck.

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