Webster’s New World College Dictionary defines multi as a prefix meaning many times more than. For an example, they use the word multimillionaire. Well, this article can’t promise to make you a multimillionaire, but we can promise to navigate you through the benefits of pursuing the multi-channel marketing options available to you.
Multi-channel marketing is the practice of using many different platforms to reach customers, and get your message across. Some of these platforms include SEO, text ads, banner ads, retargeting, affiliate networks, social networks, emails, texts, websites, mobile, print and TV. But today, multi-channel usually involves the web as a marketing function that can either go in the direction of promotion or in the direction of product ordering.
There are 4 main benefits to using multi-channel marketing:
- By using a range of different channels you have a much wider reach that will get you visibility with a wider group of potential customers.
- Customers have the choice of which medium they prefer to use, which increases your chances of completed conversions.
- You will have more touch points in your marketing funnel, and, therefore, will collect more data which will give you a better understanding of what promotions worked best for you.
- Your brand remains consistent across mediums.
With multi-channel benefits come some drawbacks. The number one drawback would be if you had a preference for a specific medium. With multi-channel marketing you don’t have the control to funnel users to a specific medium. The next drawback is the management of a multitude of mediums – seeing that your integrated marketing works in tandem with one another. And, finally, there will be an increase in your expense and your time.
Just as there are 4 benefits to using multi-channel marketing, there are 4 steps to succeeding at multi-channel marketing:
- The first step is the importance of coordinating cross-promotional efforts with integrated marketing so that your different mediums complement each other.
- Test your program’s effectiveness by setting up control groups that don’t receive your multi-channel promotion, so that you can measure your campaign’s effectiveness.
- The third step is to create multiple touch points. This will provide additional data that can help your future marketing endeavors. Touch points include social media, surveys, email newsletters, etc.
- Finally, know your audience. Learn what channels worked best for your business – where did your audience spend most of their time. This information will have an enormous impact on your multi-channel marketing.
To summarize, the overall purpose of multi-channel marketing is to grow business and increase sales. Google and Bing rank business websites by using the data they’ve collected from social media platforms. This also applies to content. Google, especially, is pushing for quality content over quantity content. The use of proper grammar, correct spelling and longer content pieces are the elements that build higher ratings. So, begin experimenting with multi-marketing and, who knows, it may be the beginning of making you a multimillionaire!