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.
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.