Multichannel Marketing is a Marketing concept in which the dissemination of a company, brand or product is done through the combination of several online and offline dissemination channels. In addition, this strategy aims to integrate the dissemination channels so that one complements the other, giving the impression that they are a single channel.
In other words, with this type of Marketing you can create a synchronized and continuous experience for your consumers. This can generate greater engagement, as the consumer is able to perceive and interact with your brand in different channels without bottlenecks, that is, uninterruptedly.
For example, a consumer may click on your Google sponsored ad and land on a product page in your online store. Then, he makes an online purchase, but decides to pick it up at the physical store. As he walks through the shelves of his physical store, he sees an advertisement that convinces him to buy an additional product.
When going to the checkout, the same consumer sees a QR Code for an online promotion. He reads the code with his cell phone, which sends it to one of your e-commerce pages on Instagram Shopping. If he forgets to buy the product, a sequence of Remarketing ads is activated to remind him to check out.
Ultimately, this can last through several other channels, integrating and synchronizing them so that the consumer experience is smooth and continuous. Thus, Multichannel Marketing allows you to take consumers from your physical stores to your e-commerce and from e-commerce to physical stores, among other sales channels.
WHY USE MULTI-CHANNEL MARKETING?
Basically, you should use Multichannel Marketing because:
- 72% of consumers say they prefer to connect with brands and companies through multiple channels, according to the Autopilot;
- 49% of consumers say they shop from their favorite multichannel brands online at least once a week, according to Fluent research cited by Martech;
- 89% customer retention is what companies with Multichannel Marketing strategies get, compared to 33% retention rate for companies that are weak in this regard, according to the invest;
- 10% more is what consumers who received Multichannel Marketing campaigns spent online, as research cited by the Harvard Business Review.
As you can see, Multichannel Marketing generates greater customer engagement and retention, which always ends up in more sales. It also generates the highest Average Ticket in e-commerce. In addition, this type of disclosure is preferred by most consumers. Because if it's that good, then how to deploy?
HOW TO IMPLANT?
To implement multichannel marketing, it is necessary, first and foremost, to recognize the barriers that prevent its application. According to data from Invesp , 23% of marketing professionals consider the lack of buy-in at the "investment board" level and the lack of time and resources as the biggest barriers to implementing multichannel marketing.
Furthermore, according to Invesp, other barriers include a lack of investment in tools and a lack of understanding for creating multichannel campaigns. In other words, your company needs to allocate a budget for implementation and hire a marketing agency capable of assisting in the process.
Just to give you an idea, today 87% of retailers agree that a multichannel strategy is important for business success, according to Research Live . And 42% of retail executives spend up to half of their marketing budget on multichannel initiatives, according to Iterable, cited by The Pipeline.
Once investment issues are resolved, create a marketing plan. List the channels you intend to use. According to Aberdeen, cited by The Pipeline , 51% of companies use at least eight channels. However, I recommend starting with just three: sponsored links for e-commerce, inbound marketing, and print marketing. Add other channels gradually.
In terms of tools, you will primarily need a unified commerce platform like VTEX to integrate your online and offline actions; a Customer Data Platform to integrate the data; and an automation and marketing system like RD Station to automate your communication. Finally, get everything up and running, test it, and refine the processes until you achieve high performance.
As soon as you can, click on " Print Marketing " and learn how to advertise using this channel!
