The Logical Behind Multi-Channel Marketing

Introduction

There is a simple reason that multi-channel marketing is so important in today’s business environment, that is because brands need to be where their customers are, and today consumers have much choice, due to the proliferation of channels available. If that wasn’t reason enough to have a multi-channel approach, then consider that these cunsumers spend up to four times as much a single channel consumer.

If businesses expect to thrive in today’s world of connectivity, then they must accept that their most important asset is reaching and retaining customers. Expectations are higher than ever, and communities can provide the perfect outlet for customers to share their thoughts, opinions and needs. According to IBM’s research as many as 85 percent of users, say that social network sites influence them when making a purchase. By facilitating meaningful interaction between the companies and their customers, communities can supply another level of intelligence, improve customer satisfaction and therefore drive sales. Consequently, the allocation of resource, amongst each possible marketing channel, should be carefully considered in order to maximise marketing results.

Emphasis should be placed on the website, as this is the critical destination which should be reached as a result of all successful marketing activity. The use of web based data can provide the basis of allocation of resources between earned, paid and owned media channels to achieve the optimum outcome.

Create the Right Strategy

If you consider news reporting, this spans all of the social media channels in its attempt to interact with all of its constantly connected consumers, and demonstrates the benefits of an integrated approach. To enhance a business’s...

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...formance indicators. A balanced approach to the integration of on-site content and social media is probably the most likely to provide a best return on investment opportunities.

Knowledge is Power

In formulating any marketing strategy, knowledge of the market is the key to success. The most successful companies are continually reviewing and adapting to their customer’s needs. It is therefore, vital to continue to collect, and correctly analyse data, thus enabling a profitable strategic marketing plan to be developed and implemented. By creating the multi-channel platform, you can integrate both the emerging channels with the more traditional ones. The execution of multi-channel marketing campaigns then becomes more simple, as one campaign can then be replicated across a variety of channels, creating the most effective results with a greater return on investment.