What – there’s more to marketing than Facebook, Twitter and Instagram? In one word – YES! In fact – hell YES! Social ain’t everything. We recently wrote an epic blog (aren’t they always) about where and how to distribute your marketing content but thought we’d bang home the point by focusing on a buzzword (OK – more like two words) of the moment: ‘multichannel marketing’.
Multichannel marketing is the practice of interacting with customers using a combination of indirect and direct, online and offline, communication channels in order to elicit a response from your audience – typically, to buy your product or service but in some cases you might need your audience to participate or donate (if you’re a charity, for example).
Online marketing includes search engines, blogs, social networks, email etc. and ‘offline’ refers to print, TV, and radio, among other channels. Direct and indirect marketing points at style more than medium, which means that it might overlap with online/offline marketing. Typically, direct marketing is ‘up close and personal approach’, whereby businesses communicate directly to customers through a variety of media including mobile (text messaging), email, websites, online adverts, database marketing, fliers, catalogue distribution or promotional letters and indirect marketing is the ‘media approach’ that relies on intermediaries to perform most or all marketing distribution.
Now, how to get it right? There are three steps:
1. Create and maintain a single view of the customer across all channels – a view that is consistent and distinct. To make this happen you’ll need to understand how your customer behaves across all channels and also remember that customers change, and your view will need to change accordingly. Read HERE for a more in-depth (and not so jargon-heavy) understanding of Single Customer View (SCV).
2. Establish a multichannel marketing platform – and by ‘platform’ we mean processes and technology to support your marketing. This could include: content management systems, analytics, response attribution, campaign management processes etc.
3. Create consistent customer experiences across all channels – quality and consistency are essential to how your audience views your brand. Whether your customer interacts with you online, in a store, over the phone, or a combination of these, you need to present a homogenous voice that is clear, and thus memorable.
Your ultimate goal, as a business that’s bought in to multichannel marketing, is not only to be present on multiple channels but to start connecting them all together into one, thriving, multi-channel approach…in an effort to sell your brand and your product. And we at DRM can help! CALL US! We’re always ready for a chat.