5 Success Factors of a Multichannel Marketing Strategy

By Kirsten Oelrich 3 min read

Consumers often get irritated when bombarded with irrelevant marketing messages through various channels. It’s not surprising that brands that personalize their campaigns are well received and the ones that don’t are categorized as irritants or spammers. According to a survey, in 64% of impersonalized marketing campaigns, customers switched from one brand to another due to lack of relevance. In contrast, those brands that embrace this shift have seen an enormous growth in revenue.

It’s about time that businesses made the most of this opportunity. In an increasingly competitive landscape, how can you avoid losing customers and deliver more relevant and personalized experiences? Here are some tips on how you can make your multichannel marketing a success.

1. Choose your audience

You must make it a point to target the consumers, based on your knowledge of them. It is a bad idea to send the same message to everyone. You need to communicate with the consumer on a personal level, this will surely influence them. You need to harness a huge amount of behavioral data across your systems to build audiences. This will give you apt data too, so that you can target the audience with relevant messages. Therefore, think carefully about what you want to achieve and how you can achieve it by communicating in a meaningful way.

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2. Test, analyze, and retest

Testing is a must, as it gives you the best chance of being relevant. Do not waste time and energy guessing, as it will not be as effective as expected. Prefer using user data to decide which campaigns will be productive for your brand. Once done, launch your campaign to make a good first impression. It is very important to manage permission opt-ins for your apps, particularly for location tracking and push notifications. You will risk damaging the relevance of your customer messaging if you fail to do that effectively.

3. Identify the key imperatives

You need to focus on conversions, as every business has Key Performance Indicators (KPIs), which adds up to revenue. Use behavioral data to target the users with the same kind of communication that they initially showed their interest in. This will significantly drive revenue. Another way is by moving the number of non-payers into payers by a small percentage will also make a big difference. This is essential for your brand. It is imperative to measure your multi-channel campaign in the right way, as it can have a huge impact on your business. Look at it from a global point of view, instead of just focusing on something which is not as important, for example click through rates.

4. Run multiple campaigns

It is better to have more than one campaign, though even one can be very effective on its own, but having more than one can help deliver great results. Users are constantly switching or moving from desktop to mobile or other devices. Interactions with your brand must be in sync too. It is important to consider the effect one of the campaigns may have on the others. Also ensure to build the campaign flow around the user. Always remember that users are unique. Instead of forcing them through predefined static ‘customer journeys’, deliver dynamic real-time relevance, to each person at the right time.

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5. Choose the right time

You must ensure to get the timing right, or else you are not being relevant. The ‘right time’ takes many forms like a message triggered by a consumer’s action (or non-action) within the app, such as an abandoned cart or search; or triggered by physically entering a certain location, like a rival business. Triggers engage users as they don’t feel that they are being randomly targeted or spammed. It can be most relevant if the message is targeted, instead of being triggered. As behavioral data can decide when is the perfect time to deliver a message to each and every consumer, without interrupting them.

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Kirsten Oelrich

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Kirsten Oelrich