Written by Raushan Jha
Consumers are stamping in different places, and if you want to tap a larger consumer base, you have to reach them through multiple; This is where multichannel marketing comes in A survey says that consumers decide to buy them after touching the product 6-8 times through different channels Research says that TouchPoint increases brand awareness across multiple channels, and ultimately, it increases conversion rates.
Nowadays, people are using multiple devices to access different platforms, so marketers need to target their potential consumers wherever they go and spend most of their time. When a person sees a brand more than once on multiple platforms, they are more likely to buy from that brand because they think they know the brand.
With multi-channel marketing, marketers will be able to bring more data like customer behavior across different platforms. Marketers can create their own marketing strategies for future campaigns and this will give them better results.
Statistics show that more than 50% of brands use more than three platforms to target their potential / existing customers. A hubspot study shows that 92% of marketers have more than one channel and 81% have more than three leverage. According to a survey, the top channels used by B2B marketers are social media, website / blog, email marketing and content marketing. And the top channels used by B2C marketers are social media, email marketing, website / blog and influential marketing. One can see the rise of influential marketing here because people will often buy something if they see an influencer approving it, so influencer marketing has become an essential part of multi-channel marketing for any brand.
Multi-channel marketing is even more necessary today because there is so much confusion, and it is difficult for a customer to notice unless the marketers reach out to them where they are. So it doesn’t matter if someone is just reading emails, someone is just using the web, and someone is spending the whole day on Instagram, if marketers are everywhere, they will get attention in one place or another.
Multi-channel marketing helps marketers find new customers, retarget existing customers, understand customer demographics, and analyze customer journeys.
When doing multichannel marketing, a marketer should implement a unified customer view; This will help them track their customers and their contacts and purchases across the channel; This data will help them target potential customers through personalized marketing messages. A survey reveals that about 59% of consumers who experience any type of personalization from the edge of the brand that influences their purchasing decision.
The younger generation is using multiple platforms for multiple things, and they use multiple channels to research a brand before buying anything from that brand. In this situation, marketers should be where they find them. Marketers should also know who is finding where. This information can only be found when they do multichannel marketing, and will have more data to analyze; What is going well, where is going well, where things can be improved, etc.
According to a report, from 2010 to 2014, the average number of channels used by a subscriber before conversion increased from 1.25 to 3.25. Nowadays, even if a customer is going to buy something from a physical store, they search for that product online and hold their purchase until they get more information about that particular product; For this, they use multiple channels. So focusing on a single marketing channel alone is not enough for a marketer / brand where most of them are offering multiple channels that help increase their conversion rate.
The author is the founder and CEO of PDP Media. Published opinions are personal.
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