Shoppers have moved from only shopping in a store to using multiple channels on a regular basis to make a purchase. For example, a consumer might view a pair of jeans she likes in a store, but decides to not make a purchase until she gets more information about the product. In order to find the additional information, she decides to research the jeans online on multiple platforms before making the decision to use her smartphone to make a purchase. The use of multiple platforms to promote a product is known as a multi-channel campaign.
A business that does not have a strategy in place for marketing across multiple channels (AKA multi-channel marketing strategy) would not have been able to convert the consumer looking for jeans. It has been reported that only one in three consumers is a mono-channel shopper. On the other hand, younger consumers are likely to use three or more channels to shop for products. With so many consumers looking for information across multiple outlets, businesses need to market using a strong multi-channel plan more than ever before.
The phrases “omni-channel” and “multi-channel” are often considered to be the same thing by the public. This assumption is not entirely correct. The main difference between omni-channel and multi-channel is as follows: Omni-channel uses all available channels and revolves around your customer. Multi-channel involves many channels and it revolves around your product. Take a look below as we look even closer at the difference between the two:
Both of these strategies are often viewed as being in the multi-channel marketing strategy category. However, it is best to accurately define the strategy for each campaign in order to better determine the right messaging and assets to use in a multi-channel campaign.
Whether you decide to use an omni-channel or multi-channel strategy, there are a number of items you need to focus on to achieve an ideal ROI..
First, you need to decide which channels will be used when running ads. It is true that not all channels are created equally and the goal of multi-channel marketing is to expand your reach and increase brand awareness. You will want to make sure and use the best channels that will accomplish this goal.
Once you have decided on the channels, it is time to craft your message. The impact of multi-channel marketing depends on how well your message speaks to your target buyer. Make sure your messaging is eye-catching and consistent across all channels. Besides just providing relevant content, social media also requires engagement with prospects in order to sustain long-term success. The experience needs to be exceptional and engaging for consumers and this means channel integration and a clear message.
Giving your visitors a consistent experience on the channel of their choice improves your odds of success so, when you are ready to develop a multi-channel marketing strategy, visit NextPage.com.
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