April 24, 2013

Why Your Business Needs a Multi-Channel Marketing

Introduction to Multi-channel marketing
According to Forrester research, 42 per cent of U.S. citizens used the internet multiple times a day from different devices and different locations. This would only increase as the penetration of the mobile devices become deeper. So, there is an urgent need for the Brands to be available and stay connected with consumers in multiple channels.

Multichannel Marketing

Multi-channel marketing is a set of activities involved in selling products or services to the consumers through more than one channel. A Consumer might go to an e-superstore, look for a product and then decide to purchase it in a physical store. So, Brands should be ready to sell products on multiple channels. Multi-channel marketing also involves simply communicating with the consumers in multiple channels. For instance, a customer might sign-up with a superstore for an e-Newsletter in the physical store and s/he would receive an e-Newsletter within minutes. This establishes a better engagement as it keeps the attention of the customer.

Multi-channel marketing requires Unified Management
For a successful Multi-channel marketing, a Unified data Management is the key. Being just available on multiple channels is no longer enough. Brands should connect themselves with customers and nurture the relationships. A personalized interaction offers a better scope for engagement.

The key for this is having a Centralized data and easy access to every piece of available data. The data should be fed into one management system. This way, an organisation can deepen the understanding of the customers and establish stronger relationships with them.

Benefits of Unified Multi-channel marketing
Here are 5 benefits of Unified multi-channel marketing:
  • Centralized data - A centralized data with a single customer view offer better avenue for information access which helps in fulfilling the informational needs of the customers at the right time as it brings disparate data under one roof.
  • Customer segmentation- The Unified Marketing enables better segmentation of the customer profile without the need for too much of technical knowledge or IT. The profile characteristics of the best converting customers would be readily available for analysis as the data is centralized.
  • Consistency across channels - Using the right technology, the Unified Marketing offers consistency in messaging across all the digital channels. For instance, a Brand might announce (on facebook) that a gift voucher is available on twitter and people following the Brand on twitter will get the voucher for FREE. The message about gift voucher must be right there in twitter to keep the customers engaged. This is possible by integrating information using right technology and using them at right time.
  • Engagement - A customer would be better engaged with a Brand on multiple channels when there is a personalization in messaging across different channels. For instance, when a Brand sends a personalised tweet to a customer about any offers which the customer might be interested in then it keeps them engaged.
  • Marketing relevancy - Relevancy in messaging is the key for a successful Unified multi-channel digital marketing. For instance, using Location Based Services a Brand can send across discount promotions to a customer when s/he nears a Costa coffee shop. So, relevancy in messaging also plays a key role in Unified Digital Marketing across multiple channels.

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