Want to Utilize a Multi Channel Marketing System.
What is a Multi Channel System?
Why would you want to use one?
How would you best use a multi platform marketing system?
In the past, we have often been asked what is the purpose of using multiple digital channels in a marketing campaign.
Multichannel Marketing Strategy That Works
Our answer is always the same - increased ROI (Return on Investment).
Promotional Marketing Needs Many Contact Points
More eyeballs means more opportunities for lead generation and ultimately, more chances to generate new sales. That means you need to take an omnichannel marketing approach. Your brand needs to appear in every channel, including social media channels, print media, print ads, physical stores, direct mail, mail order catalogs, radio, TV and other digital marketing channels. Blog posts can also play a major role in your multichannel marketing strategy, as they usually evergreen, and often are the primary source of organic traffic on brand's website. They can help tremendously with expanding brand recognition, extending your brand reach ultimately, with measuring brand uplift.
Core Part of Your Marketing Strategy
If you think about marketing, it can and does happen at all levels of your marketing funnel. Promotional marketing tends to happen very close to the Point of Purchase or Point of Sale (POS). Sometimes, clever promotional marketing guru's take advantage of the receipt to make additional offers. The possibilities are endless. But measurement across channels is paramount for achieving success.
How To Use Google Keyword Planner Tool Tutorial
Advanced Marketing Strategies Rely on Content
While traditional promotion marketers may not call it content marketing, promotional marketing is very much a content planning, content production and content distribution affair. In fact, it is surprising how many brands, have until very recently, relied almost entirely on selling their product 'in-store', without any in-depth content being provided. Many of those same brands are now providing extensive user centered content, available right in store as well as in digital format. They let their instructional videos do their selling.
Customer Segmentation via QR Codes
One really powerful customer segmentation tactic is to provide scannable QR codes right on screen, right in the store, where you are playing your product demo videos. With the now ubiquitous presence of Smartphones with the ability to easily read QR codes (during COVID, every restaurant, seemingly overnight, had menu's available only via QR codes on your iPhone). When someone reads a QR Code, in a store, you have a very good idea of what they are interested in. In fact, this is one of the richest channels of information available to build out your Buyer's Persona', a synthetic representation of your ideal customer.
Innovative Content Marketing
When it comes to giving your prospects that final little push across the finish line, and closing the sale, there are almost unlimited number of promotional offers you can use, depending on the capabilities of your system. For example, push notifications, trigger by physical proximity of a prospective customer to one of your products, is an excellent way to both grab a customer's attention, and provide coupons', educational material or even live chat support.
Combine Push Notifications With Social Media
Another proven proven promotional marketing strategy is to leverage a multi-channel marketing strategy. For example, Facebook allows you to focus on keywords in the comment sections of a user post, and then notify them of your offer. These signals allow you target them with relevant offers, right there, on their phone, where they at. There is, of course, a need to have deep integration with your back-end logistics system to be aware of your inventory positions.
Marketing Automation Allows You To Create Precise Customer Segments
When it comes to getting the most from your promotional marketing campaigns, the right marketing automation platform plays an essential role. A multichannel marketing platform allows you to track every interaction your customers have with any of your content, and automatically tag them as belonging to different customer segments. As they progress through their customer journey, you can not only do a better job of offering your particular promotional offers, you can also offer adaptable awards to build not just customer loyalty, but to provide you with even more valuable behavioral data.
Improved Customer Experience
By taking advantage of the advanced promotional marketing capabilities of multiple platforms, you can also ensure you are taking care of your target audience in the most advantageous manner. It is often necessary to stratify your target audience in order to send them different target messages appropriate their particular strata. This can range from income level to education level to geographic location or even expressed interest.
Measurement Plan is Essential for Success
As analytical guru’s, we, of course, want the numbers to guide us. By using a system such as SAP BW, we can measure more effectively the lead generation to closed sales funnel. Marketing attribution analysis is a key capability that your business intelligence system must provide to your marketers.
Multi-Channel Campaigns Outperform Single Channel Campaigns
Our experience in the automotive industry shows us that multi channel campaigns are far more effective than single channel campaigns.
Attribution Model
With the right cross channel marketing digital measurement infrastructure in place, we can perform very granular data attribution, using most of the common attribution models. Just how much more effective is multi-channel marketing; we often see an increase of Participation in multi channel campaigns of 20% compared to single channel campaigns:
Key KPIs
The typical engagement rates are usually distributed in the following percentages:
| Website | 80% |
| SMS | 9% |
| Mobile Web with a QR Code | 9% |
| 2% |
Multi-Channel Marketing KPI Tree
A typical CRM system, by itself, will not result in sales success. Instead, it must be coupled with an effective digital marketing methodology, coupled tightly with a closed loop analytical system.
How do you do that:
- Understand your channels
- Define how you want to gather information
- Use consistent indicators across all marketing channels
- Consolidate the measurements to create one global indicator
- Have one measurement of success for each channel
How do these measurements tie back into having a proper marketing methodology? Simple, they all need to be oriented toward generating leads, specifically, high quality leads. By making sure your definition of a lead, the actual information gathered across all channels and your measurement of your leads are consistent across all channels, you have taken the first step toward building a high-performance lead generation machine.
Lead Generation Process
To help you understand this lead generation process better, we have created a 9 step checklist to guide you through the entire multi channel inbound marketing lead generation process.
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Please Leave a Comment or a Question!
Attention marketers and business owners! Are you ready to take your marketing game to the next level with a powerful multi-channel marketing system? Our latest blog post dives deep into the world of multi-channel marketing, answering burning questions like what it is, why you need it, and how to use it effectively. But here's the best part: we want to hear from YOU! Comments and questions from our readers are vital for us to drive further content development and deliver the insights you crave. Share your thoughts on the importance of measuring marketing attribution or how multi-channel campaigns outperform single channel campaigns in your experience. Let's engage in a conversation that fuels growth and success together. Don't miss out on this opportunity to join the discussion and shape the future of your marketing strategy. Leave a comment or ask a question now and let's unlock the power of multi-channel marketing!
