Multi-Channel Marketing: What Is It, Best Practices, and Tools

Multi-Channel Marketing: What Is It, Best Practices, and Tools
2021-05-31
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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.

What Is Multi-Channel Marketing?

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

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.

Benefits of Multi-Channel Marketing

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.

Greater Reach

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.

Reaching Consumers on Their Preferred Channel

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.

Greater Engagement

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.

More Effective Marketing

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:

  • Computer - TV
  • Computer - Mobile
  • Computer - Radio
  • TV - Mobile
  • Radio - Mobile

Multi-Channel Marketing Practices

To give you an idea of how omnichannel marketing works, here are a few examples of its practices.

  • Google Ads PPC ad extensions - They allow for simple omnichannel marketing because they allow users to add their number or discount code/coupon to their ads, thus improving consumer-business communication, driving more traffic, and increasing sales.
  • TV hashtags - Featuring a hashtag during a show, ad, or another type of program aired on TV, allows brands to increase Twitter and Instagram users to engage in discussion or promote their offer online.
  • Mail with codes and URL - Some people prefer browsing catalogs or checking out flyers first and then looking up the brands online on their social media page or website and buy from there. That’s why it’s a good idea to complement your printed materials with your website URL and/or a discount code. Since consumers love discounts and ordering from the comfort of their home, this practice will increase sales.

Multi-Channel Marketing Tools

  • AgoraPulse - Multi-channel social media management tool which allows you to have control over your content, scheduling and sharing it across various platforms, including Facebook, Instagram, Twitter, LinkedIn, and YouTube. It also contains an analytics dashboard that provides you with insights into the content engagement.
  • MeetEdgar - Multi-channel social media automation tool which allows you to fully automate your content marketing schedule across various channels. It allows you to promote content on repeated schedules, auto-generate and test variations of social media posts across several platforms, set when you want to post content to each channel, and more.
  • MobileMonkey - Multi-channel chatbot that allows you to engage and communicate with your audience across various channels. It allows you to offer 24/7 chat support, run messenger campaigns, and offer website chat support.
  • MailChimp - Multi-channel email marketing tool that allows you to great appealing emails using a drag-and-drop user interface. It also offers several omnichannel marketing tools, including tools for email marketing, social media management and content scheduling, Facebook and Instagram ad builders, landing page builders, analytics, and more.
  • SEMRush - Multi-channels SEO marketing tool that helps you be visible on search engines. You can use it to optimize your content for search engines, improve your website’s SEO, manage your social media presence, and create PPC campaigns. It comes packed with powerful tools like SEO audit, backlink audit, ad builder, social media tracker, PPC keyword tool, on-page SEO checker, and more.
  • AdEspresso - Multi-channel online advertising tool that allows you to create and manage all your ads and ad variations across multiple channels. It also offers marketing automation tools, thus allowing you to save lots of time and increase conversions.