Multichannel marketing is a great way to get your product or service offering out there. Because you are engaging with the customer on many different platforms, you increase your opportunity for doing business and extend your reach to new customers previously inaccessible.
But multichannel marketing isn’t only about getting awareness of your product/service to your customer, wherever they are. It needs to be backed up by solid supply chain management and spot-on analysis of the ROI achieved in all of those channels. This means that your entire production system should support multichannel marketing for it to be a success.
Because there are so many options available to customers, you need to do more than simply deliver the right message to the right audience – you need to ensure they are receptive and heed your call to action. You need to provide targeted messages that get results.
You need engagement that is consistent across all channels, with coordinated touch points and campaigns that span the various channels seamlessly. Your brand message need to be the same, or else you will alienate customers with conflicting messages.
You also need to have measures of control in place to determine which platform delivered on leads and conversions. If you know what triggered a specific response, you can determine whether which platforms are getting results and where you are doing things right.
There are three basic bases to cover to ensure that your multichannel marketing is successful:
- Creating a multichannel marketing base camp:
- Maintaining a single view of the customer across all channels.
- Ensuring consistent customer experiences across all channels.
Multichannel marketing is becoming less of a choice and more of a must-have if you want to reach and win over your customers before your competition gets to them.
Multichannel marketing is but one element of the customer resource management solution offered by Strategix.
