5 facts about multi-channel marketing you never knew you needed

Rachael Kotadia | Head of Marketing
Multichannel marketing
It’s highly unlikely that you've never heard of multi-channel marketing. Indeed, most organisations rely on some sort of multi-channel strategy as a crucial part of their integrated marketing plans. Multi-channel marketing - not to be confused with omni-channel marketing - is really a central component to almost all marketing strategies.

So, why is it so important? Well, consumers today shop across numerous channels and access these channels on lots of different devices. Being able to reach your customers across all these different channels and devices is important to help you engage with them and reach them at the right moments.

In today’s multi-device and multi-touchpoint customer driven world, then, multi-channel marketing is an essential part of any marketing strategy.

Read on for RedEye’s five facts about multi-channel marketing that you never knew you needed!

Phone using email and SMS

1.   It should not be conflated with omni-channel

Multi-channel, in its simplest definition, is the ability to interact with customers across various platforms. These platforms might be email, social media, a printed ad or a website, to give a few examples.

Multi- and omni-channel are often conflated, and although there are many similarities between them, they are not the same. Where multi-channel refers to the distribution of messages across as many channels as possible, omni-channel refers to the strategic establishment of a more holistic customer experience - for example, through both online and offline touchpoints.

In a truly omni-channel journey, a customer would go from shopping online on their laptop to doing so in-store, and their experience of the brand would be seamless.

For businesses who want to succeed, consideration of a more omni-channel approach is important to ensure you are always putting the customer at the heart of your marketing strategy.

Customers Shopping

2.   Multi-channel shoppers spend three times more than single-channel customers

Giving you three times more spend than those who only access you from a single-channel, multi-channel shoppers are almost as valuable to you as returning customers (as it costs from five to twenty-five times more to acquire a new customer than it does to retain an existing one).

As consumers today shop across multiple devices and on multiple channels, being present across all these channels gives you a better chance of hitting them with the right message at the right time and in the right place.

Your multi-channel shoppers are also going to be more engaged with your brand if they are hearing from you across multiple touchpoints, and therefore will be more likely to spend more money with you.

women on phone

3.   At least eight marketing channels are used by 51% of companies today

From social media to email, SMS to direct mail, web to print advert - today at least half of companies are using at least eight marketing channels to reach their audiences.

This third fact proves the point that multi-channel marketing is now so prevalent in businesses that it is no longer simply a strategy that might set you above the rest, but a real necessity for all marketeers in order to get their brands seen.

In order to make you stand out from the crowd, make sure you are harnessing the power of your customer data in order to not just be present on those multiple channels, but be present at the right time and for the right customer.

marketing planning meeting

4.   Lack of understanding of how to develop a multi-channel marketing campaign prevents 21% of marketers from implementing it

This fourth fact could be a bit of a worrying one if you consider the above two facts (that multi-channel shoppers spend 3 times more than single-channel customers and that at least eight marketing channels are used by 51% of companies today).

With multi-channel such an essential part of any marketing strategy, it’s important to make sure you are not part of this nearly ¼ of marketers not using multi-channel.

Multi-channel is applied at its best when you use your channel data to ensure that you are interacting with each customer on not only their preferred channel, but on the right channel at the right moment.

Therefore, it’s important to have continuity across your channels so audiences get a joined-up brand experience. Key to this is having the right marketing automation provider to help you implement a truly data-driven multi-channel strategy.

Happy Customer

5.   Having a single view of the customer is critical to a successful multi-channel marketing strategy

As specified above, using your data to ensure you are choosing the right moment and place to interact with your customers is crucial to a successful multi-channel marketing strategy.

Combining every piece of information you have on an individual - all their transactional, behavioural and engagement data together into one place - will give you a truly 360 view of that customer meaning you can uncover valuable insights such as which channels are their favourites.

With this knowledge, you will be able to confidently ensure that you are interacting with each customer on not only their preferred channel, but on the right channel at the right moment.
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