Multichannel Marketing: Connect with your audience everywhere

26 October 2021Digital Marketing

Nowadays, customers are increasingly opting for advertising that reaches them in a more direct and personalised way, which is why Multichannel Marketing is an effective strategy for brands in any sector. This marketing strategy refers to the use of different media, formats and platforms to disseminate a campaign, thus reaching a wider audience and adapting to it.

You have probably noticed different advertising formats; marquees, media ads, search engine and social media advertising, and a long etcetera. Due to budget limitations, or simply because they are looking for a specific objective, it is very common for a company to choose one medium, format or platform over another, due to their target's demand and contact points with the brand.

What is Multichannel Marketing?

Multichannel Marketing is the strategy of making a campaign known through various platforms simultaneously, i.e. through multiple channels. This strategy, which brings together several marketing actions, tries to reach the target audience directly and indirectly using the media most frequented by the audience, thus providing a more satisfactory experience for the customer in their buying process.

It is very likely that your own company is employing a Multichannel Marketing strategy and you are not even aware of it. With the introduction of digital marketing and other factors in the marketing mix, it has become possible for any company to use different media to spread its message, whether it is online marketing or other direct marketing tools, generating a change of approach in sales and marketing management for industrial companies, with a wider visibility and a better generation of traffic to their website.

In addition to traditional media; print (including specialised media), television and radio, the most common channel for advertising marketing campaigns today is digital media:

• Social networks, content creation on LinkedIn and other platforms.
• Blog, creation of content on the corporate website.
• Social Ads, advertisements on social networks.
• SEM (Search Engine Marketing), search engine advertising campaigns.
• Newsletter, email marketing campaigns.

Common mistakes in a multi-channel campaign

Multichannel marketing allows the same campaign to be designed for dissemination in all these digital media, in addition to offline media. However, using different channels in pursuit of the same objective makes it difficult to achieve optimal results. Some of the most common mistakes when carrying out a Multichannel Marketing strategy are the following:

• Irrelevant message: sometimes you think that invading the receiver with advertising by all means is the best thing to do, but no, you should analyse their behaviour and the key means they use to efficiently deliver the information.
• Inconsistent campaigns: you must ensure that your campaigns have a coherence, a common purpose, so that your users can easily understand and grasp the messages you want to convey.
• Poor optimisation: you have to analyse and carry out studies on the channels that give you the best results and renew or cancel those that do not provide you with anything positive.

How to get the attention of your audience

Getting the attention of your target audience sounds a bit complicated, but it's not if you have the right marketing team in place, tailored to create engaging and creative advertising campaigns.

Read on! We leave you with some tips to follow so that you can create your first multichannel campaign effectively and achieve optimal results.

1. Create and maintain a unique campaign: The idea of the campaign must be unique and unchangeable, so that consumers can grasp the same message through the different dissemination channels, and from any place or platform.
2. Make channel-specific adjustments: You need to adapt your campaign medium to the channel and advertising environment being used, taking into account the formats, type of images or amount of text, for example, as the same content is not always suitable for all channels.
3. Involve your entire marketing department: When it comes to a large-scale advertising strategy, such as a Multichannel Marketing campaign, it is important to involve everyone in your team, as it is always made up of various professionals specialised in different strategies.
4. Offer spoilers for what your audience wants: You have to be very clear about your target audience and how you can satisfy their needs with your proposal, this will help you to give a more accurate approach when launching your advertising campaign. Giving a small preview of what's to come is a way to hook your buyer persona to your brand.
5. Follow up: Before, during and after your marketing actions you should track them to keep track of their performance. In addition, monitoring results helps you get real-time data on the opinions and experiences of those who purchase your product and/or service.

Conclusion

We know that the work of designing campaigns, planning and monitoring behind a Multichannel Marketing campaign is not an easy task at all, and for this reason BCM Marketing can help you to achieve it. If you want more information please contact us.