Updated: Jan 23
In today’s marketing arena, there are many channels a brand can use to reach potential customers. This is defined as multi-channel marketing and is the practice of using a combination of communication channels to interact with customers.
" MULTI-CHANNEL MARKETING IS ALL ABOUT GIVING YOUR CUSTOMERS AS MANY CHOICES AS POSSIBLE "
Mail order catalogue
Developing integrated #marketingstrategies has proven critical in effective marketing. Brands that want to make their mark in their competitive industries will find it profitable to make #multichannelmarketing a top priority. When brands market Pretty Viciously across all of those channels, they work seamlessly to provide your potential customers with one clear message. However, there can be challenges such as:
UNIFORMED TARGETED MESSAGING
You have to ensure a concise and uniform message across all the channels to avoid confusing customers
LACK OF TIME AND RESOuRCES
It takes time and resources to create a multichannel marketing plan that is coherent and effective and you'll also need the resources and expertise to implement this.
MARKETING RESPONSE ATTRIBUTION (ASSIGNING RESPONSES TO ACTIVITY)
It can be difficult to know which specific channel resulted in higher conversions compared to the rest and this is needed to improve the plan and optimise your efforts.
CUSTOMER ATTENTION SPANS
Its only going to get more difficult to nab potential customers and customers are now in control of what they choose to pay attention to, so a highly developed, coordinated choreographed campaign across all the touch points is needed.
USING THE WRONG CHANNEL TO RESPOND TO YOUR CUSTOMERS
Even if your customer has emailed, texted or instant messaged you, it might be ore effective to pick up the phone to talk to them. Then there will also be times when a text or email might be the best response, so response methods must considered carefully.
NOT ALL CHANNELS WORK WELL TOGETHER
Some channels work better together than others. I.e Desktop / Mobile during work hours (9am – 5pm) and TV / Mobile in the evening.
Ultimately, what your going to need for your brand is firstly, a single view of your customer because the same customer may interact with your brand through various touch points. Here's where Pretty Vicious can help you understand your customer’s behaviour across the various touch points. Secondly, we'll also ensure your brand offers a consistent #customerexperience across channels.
#mashable reported last year that 72% of consumers prefer an #intergratedmarketing approach, so if your yet to develop a #crosschannelmarketing approach get in touch today we'll discuss your current strategies and opportunities and ensure your campaigns are integrated.
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Until next time...