8 indisputable advantages of multichannel marketing
Multichannel marketing is the key to increasing overall marketing effectiveness. Why, you ask? Well, picture this: you’ve got customers who love email, others who scroll through social media, and a bunch who prefer podcasts. If you’re only running marketing in one place, you’re missing out on connecting with potential customers.
Plus, marketing in only one channel is risky. Just ask anyone who’s gone all in on Instagram how they feel about that strategy when the ‘Gram is down for an hour. Or those who have focussed purely on SEO only to suffer a website disappearing from search results for a short while due to an algorithm update. It’s not a fun time. Meanwhile, those who have activated a multichannel marketing strategy are relatively unaffected.
Taking a multichannel approach is the marketing equivalent of sitting on a draw four card in Uno. And I’m here to convince you to ditch the single channel approach and activate a multichannel marketing strategy to propel your purpose-driven brand to new heights.
Multichannel marketing magic
So what is multichannel marketing? Multichannel marketing is the practice of reaching your target audience through various channels – online and offline – to maximise your reach and impact. It involves tailoring your marketing efforts to meet customers where they are present, engage with them consistently, and enhance their overall experience.
After all, the customer journey is not linear and it can take on average eight touch points – some voluntary and some delivered – to generate a reliable conversion. So it makes sense to run marketing activity in multiple channels to increase the chances of your customer encountering a touch point.
Put simply, the purpose of multichannel marketing is to offer prospective customers a variety of ways to discover and engage with your brand and increase the pathways to purchase.
Sounds good, right? Let’s explore the advantages of multichannel marketing.
1. Maximise reach
One of the most significant advantages of multichannel marketing is its ability to expand your reach. By embracing multiple communication channels, you’re casting a wider net, connecting with a diverse audience that may be active on various platforms. Whether it’s social media, email, search engines, or offline channels, you’re no longer limited to a single avenue. This increased reach allows you to tap into new markets and demographics, ultimately growing your customer base and increasing your brand’s visibility.
2. Develop brand equity
Consistency is key in building brand recall. A multichannel approach allows you to convey a unified message and image across all channels. This reinforces your brand’s identity in the minds of your audience. The key lies in maintaining a harmonious balance between short-term activation and the long-term value of brand building. In their book Effectiveness in Context, Les Binet and Peter Field recommend a 40/60 split of multichannel activity across short term activation (think: laser focussed targeting with a strong offer that drives action) and long-term brand building (think: broad targeting with an emotive message that builds connection).
3. Reduce the risk of being missed
The biggest problem with marketing on a single channel is that when your customers move to a new preferred channel, you lose them. Or if that channel happens to become unavailable or undergo a drastic change – such as an algorithm update – your ability to reach prospective customers can be immediately cut off. By being present on multiple channels, you cast a wider net and increase your chances of reaching potential customers. Hello, brand awareness!
4. Increase engagement
Multichannel marketing isn’t just about reaching more people; it’s also about engaging with them effectively. By maintaining a presence across different channels, you provide more opportunities for interaction with your audience. Whether it’s a captivating social media post, a personalised email campaign, or a well-timed in-store promotion, each touchpoint becomes a chance to capture your customers’ attention and keep them engaged with your brand. The result? Higher levels of customer engagement and increased brand awareness, ultimately driving conversions and loyalty.
5. Build trust
Consumers today have diverse preferences, a strong understanding of privacy and they’re typically not fans of being ‘sold to’. Multichannel marketing allows brands to connect with their audience through a variety of communication channels, respecting customer preferences and privacy constraints while meeting them where they are most receptive. This strategy recognises that today’s consumers interact with brands through a multitude of touchpoints, from social media and email to in-store experiences and mobile apps. By harnessing the power of multichannel marketing, brands can tailor their messaging to cater to individual preferences, ensuring a more personalised and engaging customer experience all while honouring the unique preferences of each customer.
6. Gather valuable insights
More marketing touch points means a treasure trove of data. With each channel producing its own set of metrics and insights, you gain valuable data on customer behaviour, preferences, and conversion paths. By understanding how customers interact with your brand across various channels, you can make data-driven decisions to refine your campaigns, improve targeting, and enhance the overall customer experience.
7. Optimise performance
Multichannel marketing is not just about expanding your reach; it’s also about optimising your overall performance. By leveraging various channels, you can test and refine your strategies more effectively. Analysing the data from each channel helps you identify which ones are most effective for specific campaigns and objectives. This data-driven approach allows you to allocate your resources wisely, investing more in high-performing channels and making necessary adjustments in others. The result is a more efficient and cost-effective marketing strategy that maximises your ROI.
8. Gain a competitive edge
Effectively implementing multichannel marketing can give your brand a significant competitive advantage. By being present on channels where your competitors might not, you can reach customers through their preferred avenues – and with less competition. This sets you apart as a brand that understands and caters to its audience, creating a consistent and recognisable brand presence that resonates with your customers. In a crowded market, this distinctiveness can make all the difference, helping you gain an edge and stand out from the competition. Plus, marketing in channels with less competition can result in lower advertising costs – a handy commercial upside, particular in this economy!
Improving your ROI with multichannel marketing
In a world where consumer behaviour is rapidly changing and economic challenges are real, multichannel marketing is not just a smart choice but a strategic imperative for businesses. It empowers you to maximise your reach, engage with your audience effectively, and adapt to evolving trends. Remember, in the age of multichannel marketing, adaptability and versatility are the keys to success. If you’re looking for expert guidance on implementing a successful multichannel marketing strategy, don’t hesitate to reach out to us.
Taylah Fuchshofer
She’s got a sneaky certificate three in patisserie, which makes her a chef, but Taylah is a self-described marketing nerd who likes to do deep-dive analyses of the data from her Apple Watch. Early mornings are nothing for Taylah, who starts the day with a 5am gym session. Her favourite place in the world is Victoria’s High Country – not surprisingly she heads in that direction to ski in winter, but doesn’t mind a spot of wake boarding on the Murray during summer.