The Information Age is upon us. Big Data claims that humankind created more information in 2018 than it did in any other period between 2013 and 2018.
This indicates that an unprecedented amount of information is being presented to us. And we can largely credit the development of information technologies for this exponential rise in data production and consumption.
Now, we are also continuously receiving information through digital means, in addition to traditional media and sources, such as:
- – Books;
- – Catalogs;
- – Television;
- – Newspapers;
- – Pamphlets;
- – Etc.
In these virtual environments, we not only expose ourselves for long periods of time, but we also have access to systems that can record and store incredible amounts of data daily, in addition to disseminating content from all over the world.
And how important is this phenomenon for the advertising and marketing market? This information revolution has two basic implications for the segment: increased advertising opportunities and increased competition in capturing the attention of the target audience .
In this context, it is necessary to have strategies that allow you to enjoy the benefits and, at the same time, overcome the setbacks of the multiple points of contact with the customer. And that is where multichannel marketing comes in.
Want to know more about this topic? Then continue reading this post to learn more about this marketing strategy!
What is Multichannel Marketing?
Multichannel marketing is a strategy that is based on the interaction of the target audience with the brand and its products, across multiple channels simultaneously . This methodology offers a series of advantages and, ultimately, improves the consumer experience by giving them the power of choice, that is, it is up to the customer to choose the channel where they feel most comfortable buying.
Therefore, when thinking about developing a multichannel marketing strategy for a client of your agency, imagine which sales channels the brand can use to provide access to its solutions:
- – Website;
- – Social media;
- – Telesales;
- – Marketplace;
- – Catalogs;
- – Physical store;
- – Business partners;
- – Affiliates ;
- – Application;
- – E-mails.
The options are almost endless, so learn more about the many on and offline media . With a good understanding of the tools available, it is up to your agency to tell your client which ones are best for their personalized approach.
Why invest in Multichannel Marketing?
As you are undoubtedly aware, a multichannel marketing strategy enhances the value of your brand by giving customers the opportunity to buy items or services through the channel of their choice. However, there are other justifications for why this method is worthwhile to invest in.
There is more competition than ever for audience attention, so making the most of every exposure opportunity can help your business get in front of potential buyers.
Therefore, this contributes to brand positioning and increased sales . With greater exposure to the company’s name, values and products, consumers will remember it when the need to buy arises.
Think Top Of Mind. And this very memory, resulting from frequent exposure to the brand, can make the consumer attribute credibility to it.
Furthermore, being in the same place as the public when they want to buy increases the chances of your client’s product being chosen among thousands of others. Therefore, being present in the places, whether real or virtual, that potential consumers frequent is essential to converting it into a sale.
How to Put a Multichannel Marketing Plan Into Practice
Before you start developing a multichannel marketing strategy , you should evaluate the main challenges in this process. Based on these, you can create consistent and effective campaigns. Here are some of them:
1. Message targeting:
It is extremely important that the messages sent by the brand not only reach the right customers on the right channels, they must be meaningful and capture their attention.
2. Choosing channels:
Shooting in all directions is not the motto of multichannel marketing. Therefore, to optimize the use of the marketing budget and obtain the best ROI, study the behavior of the ICP and select the channels preferred by it.
3. Tracking results:
Developing systems that make it possible to identify which stimuli culminated in what type of response from the public is a complex process, but fundamental to understanding the best channels and campaign formats.
So, now that you are aware of the main obstacles between your agency and solid multichannel marketing strategies, you can get down to work and start the work itself.
Know your audience
Having a deep understanding of your audience, far beyond demographic data, but also encompassing cultural and informational consumption, their expectations and values, is essential.
This is because each potential customer can receive information about the company at different points of contact, in an almost unpredictable way.
This way, your creative team will be able to create campaigns and messages that are consistent with the desires of this audience and suitable for each channel where they will be stimulated, without losing the cohesion of language, narrative and brand identity.
Adopt a multichannel integration system
Having a platform that allows you to view, globally or specifically, the marketing efforts invested in each point of contact is essential to gain efficiency and cohesion in campaigns .
This type of tool can also be a source of valuable insights , based on data obtained from campaigns, directing changes to improve results, thus, in addition to assisting the campaign management team, increasing their productivity .
Therefore, bringing together data from all actions in one place is key to a solid and efficient strategy. This type of resource also allows you to create a knowledge base that can be used to support future multichannel campaigns.
Consistency in message transmission
Each channel offers different tools and possibilities for the company to market its products and solutions. However, the brand image must always be the same across all channels. Therefore, it is essential that the media and commercial resources of each point of contact are explored, always maintaining a consistent creative line and the brand identity.
Without these prerequisites, the ability to capture attention and remain in the public’s memory decreases, as does the perception of the business’s credibility.
