Digital marketing is an ever-changing field. In order to stay on top of their industry, businesses must adapt to all changes and keep up with the latest trends.
One of the trends of 2021 is multichannel marketing. Although not something new, this marketing method takes over digital marketing this year.
Also known as omnichannel or cross-channel marketing, it refers to the practice of engaging with customers via a combination of various direct and indirect communication channels, such as email, social media, website, store, mobile, mail, etc. to sell your products/services.
The importance of multi-channel marketing lies in its variety. Due to combining various types of marketing methods, it’s present everywhere the customers are. Hence, you (the business) are omnipresent, both online and offline, thus ensuring your target audience and customers notice you.
Thanks to the internet and technology, practicing cross-channel marketing is simple. You can use various social media platforms, email marketing, and run a website from your laptop. There’s no need for additional expenses per each marketing method used. And, while sending mail and printing and sending catalogs/brochures/flyers does cost, creating the materials is very easy and either free or very affordable thanks to graphic design tools like Canva.
Omnichannel marketing has become a crucial part of marketing because it has a greater potential than single-channel marketing. In fact, multi-channel customers spend 2 to 5 times more than single-channel customers. Why?
Let’s look at all the benefits of multi-channel marketing to understand the customers’ behavior.
By using various communication channels, businesses reach more customers. It’s because not everyone is on every channel. Some use only Facebook while other only Instagram and some aren’t on social media but like visiting websites and getting the latest sale catalogs/discount flyers in their email or mail. Hence, by using multiple online and offline channels, your business can reach to much more consumers than when using one or two channels.
Related to the previous point, omnichannel marketing allows you to reach consumers on their preferred channel. Namely, if they prefer Facebook, you can communicate via Messenger, or if they prefer websites, they can either call you or sign up for email newsletters and get the latest news and sales in their inbox.
Due to being present on various social media channels, via email, website, or offline via printed marketing materials, you give consumers a choice to engage with you wherever they find it most suitable. Hence, omnichannel marketing allows for more communication channels between businesses and consumers.
Combining various marketing channels ensures consumers remember you and your products/services. For example, you can use TV commercials and social media.
Here are 2 proven method combinations for more effective marketing:
Speaking of channel combination, do you know which ones go hand in hand?
To target consumers between age 18-64, it’s best to combine:
To give you an idea of how omnichannel marketing works, here are a few examples of its practices.