April 15, 2022

Why Multichannel Matters In Ecommerce

At Adexpress, we always suggest you take a multi-channel approach to your marketing, which offers eCommerce owners many benefits over the more traditional, single channel methods.

Let’s look at multi-channel marketing in more detail—and why it matters. 

What is multichannel marketing?

Multichannel marketing is where you place different ads across multiple channels as part of the same promotional campaign. The goal is to connect the dots for your audience, making it as easy as possible for them to make a purchase—or take an action—by reaching them through the platforms they prefer to use. 

For example, you might promote a seasonal discount code through a blog post, Instagram ads, paid Google search, and via your newsletter. Unlike a single channel approach, this offers you different ways to let your brand shine—you can tailor each promotion to each platform, and in return, reach different demographics, increase your brand awareness, and amplify your campaign’s reach.

Let’s look at those benefits in more detail, and then we’ll offer some tips on leveraging an effective multichannel marketing campaign.

The benefits of multichannel marketing

It expands your reach

No two customers are the same and everyone has a preference for how they spend their time online—and how they communicate with brands. Some love Facebook, some love email, while others may only want to browse your website. Whatever their preference, meeting your audience where they are improves your chances of getting noticed by the people who matter.

It improves your customers’ journey

It takes at least six touch-points for the average consumer to make a decision and then complete a purchase. Marketing on multiple channels allows you to build a cohesive, integrated strategy from the top of your sales funnel through to the bottom, reaffirming your message and speeding up your customers’ journey to that final touch-point.

It boosts your retargeting

Multi-channel marketing helps eCommerce owners engage customers quickly—and at crucial times. If a potential customer leaves your store and abandons an item in their cart, you can quickly reach them in other ways—sending an email with a discount code, or pushing those same products to targeted Facebook ads, landing the perfect one-two combination to convert your prospects.

It’s straightforward

Multichannel marketing doesn’t have to be complicated. Not all audiences are looking for a diverse set of messages, incentives, or buying options, so multichannel marketing is a great way of creating a consistent narrative across your channels—especially if you’re selling a product or service that doesn’t vary much in terms of incentives and deals.

It’s easy to compare results

Multichannel marketing helps you improve your future campaigns by giving you measurable data. By tracking your campaign performance, you can compare results across platforms and focus your future efforts on the channels, messaging, and offers that your audience is most engaged and receptive to. 

You reach new demographics

Because your customers are active across so many different devices, platforms, and apps, multichannel marketing allows you to reach new audiences—and appeal to them in different ways. Testing different messages on different platforms can help you discover audiences for your product that you perhaps otherwise wouldn’t have discovered. 

Creating a successful multichannel marketing campaign

Multi-channel marketing isn’t as complicated—or expensive—as you might think. And you don’t have to use every channel from day one. Start with what makes sense for you, your brand, and your budget, and test different combinations to find the best results. Here are a few things to consider as you get started:

Think destinations and drivers 

One way to think of multichannel marketing is as ‘destinations’ and ‘drivers’.  Your destination is the place you want your customer to go—a dedicated landing page or a sign-up page on your website—which is designed for them to take some form of action in relation to your promotion.

Your goal is to ‘drive’ them there, and your vehicles are the channels you use—social media, paid search, digital ads, or email newsletters, for example. Where multichannel shines is in the options and ease it offers your reader in getting from point a) wherever they are when they see your promotion, to point b) your destination.

Follow your audience’s needs

A successful multichannel campaign comes from having a clear view of your customer’s behaviors, communications, and purchases across your channels, so having access to analytics helps you determine how to best respond to your customers’ needs as they move through the sales funnel. 

With deeper insights into your audience’s journey, you can find ways to improve their buying experience—removing common barriers and tailoring future promotions.

Set goals and controls

You can test how effective your multichannel marketing efforts are by setting up a control group; a set of customers who don’t receive the full multichannel promotion, but instead, only see a single channel. This will help you determine the effectiveness of your campaign, and which channels are outperforming their peers. 

Complement paid with organic

For the best results, run your paid campaigns in tandem with your organic content. 

Organic content improves your online presence—and reputation—by giving your brand a voice. Done well, it encourages long-term engagement from your audience, while your paid strategy increases your reach to draw new customers in. The two complement each other and eCommerce owners need both for a successful balance of reach and engagement. 

Why multichannel marketing wins

A successful multichannel marketing campaign can make or break the year for eCommerce owners, bringing in more customers and reaching new demographics. 

The good news is that running a multichannel campaign doesn’t have to be complicated—or expensive. Starting small, keeping track of your customer journey, and using the right analytics to refine your campaign can deliver big results, ensuring your drivers get your customers to their destination on time, and with ease.

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