There’s no doubt that customers today have more control over the buying process than marketers do. There are more choices than ever when it comes to how consumers receive information. This is where multichannel marketing comes into play.

Multichannel marketing is the implementation of a single strategy across multiple channels or platforms, therefore maximizing opportunities to interact with potential customers. The need to incorporate multichannel marketing into your marketing strategy will become more critical. In fact, Mashable reported last year that 72% of consumers prefer an integrated marketing approach, yet some businesses are still hesitant to dive into cross-channel marketing.

Below are 4 tips to help you coordinate a successful multichannel marketing strategy.

#1. Know Your Audience
TV, social media, email, radio, weekly papers, monthly magazines… those are just a few of the channels from which your customers are getting their information. But which channels work best for your business? Where do your target audiences spend most of their time? This information will impact your multichannel marketing approach.

#2. Use Consistent messaging
An effective multichannel campaign gives your audience a consistent experience across all channels. The value you offer them and your brand voice should remain consistent across channels. Make their transition between channels seamless.

#3. Vary Delivery
Although having a consistent offer and voice is crucial in a multichannel marketing campaign, that doesn't mean the message has to be said the exact same way across the different channels. Each channel has its own best method of communication. The essence of your message will be the same, but the way you say it in a 280-character tweet will differ from the way you say it in a radio ad.

#4. Create Control Groups
You need an action plan to market successfully, and you can’t figure out how to achieve your goals unless you test the available marketing channels to gauge their effectiveness. Test marketing channels to gauge their effectiveness & invest in those that prove to be successful. Set control groups that will not receive the multichannel promotion.

What this all boils down to is reaching the right person, with the right message, at the right time… and that is the heart of what we do for our customers here at a+h. Send us an email or give us a call if you’re interested in launching a successful multichannel marketing campaign.
CATEGORIES: Marketing Tips  Market Research