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Customers now have various ways to interact with a business to understand a product and do their research before making a purchase decision. Your ideal prospects are now spoiled with the choice to make purchases using more than one channel. Business strategies now require marketing to be enabled across multi-channel platforms to target and convert your ideal prospects.
1 in 3 consumers uses a single channel to make purchases, whereas younger consumers use more than 3 channels!
Multi-channel marketing is a strategy adopted by marketers to stay connected with customers through channels often used by their target audience. Marketing through any emerging or existing communication channel enables effortless communication and improves the customer’s experience with the brand.
As the number of communicative channels increases, businesses should focus on being more accessible to their ideal prospects and the global market. Multi-channel marketing provides customers with a choice to interact through their most preferred media.
B2B and B2C companies use multiple channels to inform, educate, target, engage, nurture, and convert customers by employing efficient multi-channel marketing strategies. Different businesses favor varied communication channels depending on the platform that sees maximum engagement from their ideal prospects. Companies are now relying on the internet as a significant commerce channel and have integrated technologies like mobile commerce to ensure a smooth customer experience.
“A survey conducted by visible involving over 350 marketers studied how different industries engage with their customers or generate potential leads. Let’s take a look at industries and their most preferred channel of marketing.”
Multi-channel marketing can be used to communicate with ideal prospects and existing customers about seasonal offers, new product announcements, product launches, industry news, build brand credibility, and more. When multi-channel campaigns are used efficiently, every dollar spent on marketing can deliver business value.
Customers using multiple channels or media spend 3-4 times more than customers who use single a channel.
It is a leading UK-based fashion retailer that solely functions online. ASOS launched a Facebook integrated shopping application that allows users to shop its entire collection using the Facebook Store. Customers can purchase their product range that expands with 1300 new product lines every week without leaving Facebook. ASOS also operates a largely successful mobile commerce site, which helped top £1 million in sales!
JC Penny is a department store that moved merchandise selling online and has since been a digital space leader. Like ASOS, JC Penny enabled its customers to complete transactions within Facebook. JC Penny is the first major US retailer to make its products available for purchase on Facebook.
Garnet Hill is a home décor retailer that experienced a 300% increase in sales since the launch of its mobile site. The mobile e-commerce site was a massive success. It allowed the customers or anonymous browsers to conduct a full product search, browse deals, check order status, enter item numbers & source codes from printed catalogs all on their mobile device without contacting sales executives.
Marks & Spencer is a famous UK Fashion and Apparel Retailers that received over 1.2 million visitors in 3 months since their M&S mobile site launch. Their mobile site is optimized to provide their customers with a high-quality shopping experience without leaving the comfort of their house. M&S is aiming to become a leading UK multi-channel retailer by offering customers a seamless customer experience in shopping, whether through their stores, online or mobile devices.
Fairmont Hotels launched an iPhone application that targeted frequent business travelers and affluent consumers. The app allowed the customers to search for hotel packages by themes, book or change reservations, and view guides to lead them to the best local food, activities, and shopping. The app serves its global audience and allows booking last-minute weekend getaways to destinations across the globe.
Gather deep customer insights and leverage it to your benefit!
Email marketing is a digital marketing strategy focusing on developing meaningful relationships with prospects and existing customers. A marketing strategy with emails is effective in converting prospects into customers who make recurring purchases. Email marketing can be used to welcome new customers, generate leads, nurture high-value prospects, product & service education, inform your client base of new product launches, customer retention, offers, and sale.
Tricks for successful email campaigns:
“Master the trends & challenges of email marketing!”
Telemarketing is a marketing strategy that uses communicative channels like the telephone, internet, or fax to directly market goods or services to potential customers. Although telemarketing is well known for product pitches, it can also be strategized for B2B sales, event promotion, lead generation, market research, political campaigning, and more.
Tricks for successful telemarketing:
“Use an accurate database to run telemarketing campaigns”
Search engine marketing is a marketing strategy to increase your brand visibility in the search engine result pages. A business can extend its prospect reach by search engine marketing, referred to as paid search or pay-per-click ads, as most consumers are now online to search and shop for products that benefit them. Some of the most popular search engine marketing platforms are – Google Ads, Yahoo Search Ads, Facebook Ads, and Bing Ads.
Tricks for successful search engine marketing:
“Seo tips to remember when designing your website”
Social media platforms are widely used irrespective of age, location, and gender. Marketing strategies that leverage social media platforms have a better reach to their ideal prospects and frequently interact through engaging posts. Some of the social media platforms that are used to market are – Facebook, Instagram, Twitter, Pinterest, YouTube, LinkedIn, Reddit, and more. When social media marketing is used effectively, businesses can achieve improved brand engagement, recognition, awareness, loyalty, and advocacy.
Tricks for successful social media marketing:
“Learn how to use videos to enhance social media marketing”
Account-based marketing is a multi-channel marketing strategy that targets high-value prospects with personalized and targeted campaigns. ABM campaigns focus on building relationships and quality outreach by creating relevant content and crafting experiences that aid smooth sales funnel flow. ABM is a strategy adopted by small-sized businesses as well as fortune 500 companies. ABM focuses on B2B accounts intending to expand customer base and measure its success on the target account’s quality it converts.
Tricks for a successful ABM campaign:
“Employ an efficient account-based marketing strategy with DataCaptive”
Businesses need to be accessible where their customers often interact and capture customers’ interest by leveraging multi-channel marketing to achieve benefits.
Expand customer outreach with more than one channel
“The average digital consumer is active on 3.64 devices”
Improved engagement and conversion rate
“72% of consumers would rather connect with a brand on multiple channels”
Increase customer base with lower acquisition costs
“52% Marketers that adopted multi-channel marketing usually achieve their financial targets”
Stay ahead of your competitors
“51% of companies use at least 8 marketing channels”
Build lasting relationships with positive brand experience
“Brands that adopt multi-channel strategies achieve 91% customer retention rates”
Increase sales & revenue
“Businesses with multi-channel marketing have observed a 9.5% increase in annual revenue every year”
Improve marketing potential
“Customers who can shop across multiple channels have a 30% higher lifetime value.”
DataCaptiveTM gives businesses unrestricted access to customer insights that support multi-channel marketing with successful outcomes. To know more about our marketing services and to strategize multi-channel campaigns, schedule a one-on-one call with our executives today or write to us at [email protected]!
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