Customers today are using every channel available to them to shop or use products and services, and multi-channel marketing guarantees that you are always where they are. Multi-channel marketing is the practice of using multiple – both online and offline – channels to maximize customer interaction. It can be done using a combination of emails, catalogs, retail stores, websites, print ads, mobile apps, and more.
In hindsight, having various channels is a good thing, but it also comes with its own challenges.
- Brand Awareness
Being omnipresent can help you reinforce your brand to your target audience. The more customers see you, the more that they recognize your brand and get attracted enough to try it. As long as you maintain consistency throughout all platforms, you can easily gain and retain a sizable following.
- More Variety for Customers
Giving customers the option to choose their own channel can greatly improve both customer service and satisfaction. The convenience of having varied platforms can help your target reach you as well as increases the chances of returning customers.
- Wider Market
If you started out with a small business, then you face a lot of limitations when using the single-channel approach. For instance, relying mostly on print or retail stores means your audience is limited to your immediate community. Multi-channel market means you can reach a wider scope and collect more data.
- Higher Cost
Handling multiple channels means a lot more time, money, and manpower is needed. Finding a channel that meets your budget is simple, but some platforms are more labor-extensive and require additional staffing. Websites, for instance, require a specialized team of developers, artists, writers, and managers. The work environment today, however, makes it increasingly easier to outsource the job to a person or agency for a fixed period.
- Targeted Messaging
Because your channels are so diverse, delivering a specific message to a specific audience becomes a little more complicated. If you’re producing targeted messages, you have to consider which audiences are more responsive to which platform.
- Increased Complexity
More touch points means more conversions, and you have to find ways to make them all work cohesively. It may require additional tools and systems to better manage all of them. Aside from that, managing different platforms means having separate processes for each channel. It can easily become overwhelming for a company to oversee so many different channels at the same time.
The hardest part of multi-channel marketing is being able to maximize all these channels to your advantage, but it can be highly beneficial for the right company. Learn how to effectively use and identify the appropriate channel for your marketing strategy with the right skill set and strategy from our business administration and digital marketing program.