What is Multi-Channel Marketing?Multi-channel marketing uses multiple distribution and promotional channels into a single, unified strategy to attract customers. This approach effectively promotes a product or service’s value using the multiple marketing channels. These channels include, but are not limited to, email, direct mail, websites, social media, display adverts, radio, television and/or a retail storefront. Businesses may use several distribution channels so customers can source products in their preferred way – for example, a business may sell products at a specific brick-and-mortar retailer while maintaining their own online store.
The Benefits of Multi-Channel Marketing
The business community has utilized multi-channel marketing for decades, with some studies claiming that multi-channel customers spend more than single-channel customers.
When businesses expand their marketing efforts to multiple channels, they increase their reach among potential customers. Many customers interact on a limited number of channels – so by expanding your campaigns to encompass more channels, it is possible to find customers with untapped purchasing potential.
An increased number of channels often translates into a higher number of potential customer touchpoints. This provides consumers more opportunities to engage with brands and it also opens up new channels of communication between the business and the customer.
Reach Consumers on Their Preferred Channel
Consumers interact with different sources of media every day – instead of waiting for customers to find their brand, businesses need to uncover which channels these consumers prefer to use and meet them where they are. So, a customer who has a cursory interest in your product or service may hear your advertisements on radio, while a customer that is almost ready to purchase may want to read detailed reviews about your brand online.
When businesses create a strategy that ties together campaigns from multiple media channels, it creates increased opportunities to reach more potential customers as the progress on their purchase journey.
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