What is Multichannel Marketing and How Does it Work?

The thought of managing a multichannel marketing campaign can seem daunting for some. However, it pays to never get too comfortable within the ephemeral world of digital marketing. Great digital marketing begins at the edge of your comfort zone.

What is multichannel marketing, and how does it work? As one of Auckland’s leading digital marketing companies, we will bring you up to speed on what it takes to run a multichannel marketing campaign.


What is Multichannel Marketing?

Multichannel marketing involves mixing multiple distribution and promotional channels into a unified strategy to attract customers across many outlets. This approach efficiently communicates a product or service’s value using the unique strengths of specific marketing channels. These channels can include any combination of email, social media, Google Ads, direct mail, and many more.

Multichannel marketing hinges on consumer choice. You must be anywhere and everywhere your customers are. If there’s an emerging platform your customers are using, be there. If there’s an established channel your customers are using, be there! Multichannel marketing is understanding how to eliminate effort from the customer experience. Sending your message through as many channels as possible maximises your marketing strategy and allows you to reach a wider audience with a single campaign. It also allows potential customers to choose how they interact with your business. Some people may love your funny Instagram posts but will torch any and every advertisement that ends up in their mailbox.

In one way or another, you are probably already conducting some form of multichannel marketing. But it always seems like the second we get the hang of balancing our message on Facebook and email, another channel like Tik Tok pops up. Multichannel marketing can feel like an impossible juggling act with more and more balls added constantly, but by buckling down and reaming flexible, it can be a wildly successful strategy.


The Benefits of Multichannel Marketing

For many of us, it feels hard enough to keep up with content creation, management, and reporting for one channel, let alone multiple. But fortune favours the brave, and the benefits of a multichannel approach outweigh the challenges.

Expand Your Reach

Be where your customers are! By expanding your messaging through serval channels, you are far more likely to reach a variety of users and do so through their preferred platform. As pervasive as Tik Tok may be, it’s unlikely to be the only platform your customers are using. Switching up your channels leads to a broader audience and a variety of targeted consumers.

Increased Engagement

You increase the chances that a consumer will interact with your brand more frequently when you are present on multiple channels. Higher brand awareness and recognition lead to higher conversion rates in the future.

Get Ahead of the Competition

Ultimately, if you have more than one channel, you are more likely to appear where your competitors are not. A multichannel approach will open doors of opportunity by interacting with customers on channels where your competitors are not yet present.

Create Targeted Marketing

You can identify customer needs and develop new growth paths based on the data you collect from customer interactions across multiple channels. By using such customer data, you can create targeted, retargeted, and personalised messages for your customers and attribute revenues to specific campaigns.

Create one Cohesive Strategy

By using multiple channels, you can develop a more cohesive, integrated strategy from the top of the funnel all the way to the bottom. You can build brand awareness and conversions by extending the same or similar messaging to your wider audience.


Why is Multichannel Marketing Important?

The digital age has transformed us into multitasking masters; we scroll through our phones while pretending to work on our laptops, and all the while, we are actually watching the latest episode of Love Island on television. Consumers are now everywhere, all at once, all the time. If you’re making a living as a digital marketer you should remember that multichannel marketing combines various platforms to amplify your campaign’s frequency and reach, creating more effective messaging that delivers the information your audience wants, when and where they want it.

Customers’ desire for convenience has largely fuelled the takeover of multichannel marketing strategies—your customers today demand round-the-clock access and choice in how and where they interact with your business. With so many platforms available for potential customers to consume content, focusing on a single channel means missing countless other customer opportunities. Those who see ads on multiple channels have a higher conversion rate than those who see them via one channel. Multichannel customers spend three to four times more than single-channel customers, meaning the time investment into getting this strategy right is worth it.

Multichannel marketing is what you need to appeal to a generation of consumers defined by convenience and variety.

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