Your customers’ attention is fragmented, more than likely spread out across the digital experience. Buyers are moving from one platform to the next at the speed of light. One second they are interacting with brands through mobile; the next second they’re walking into the storefront. Tailoring the message behind the brand mission dictates understanding who they are, but just as important, where they are. Taking an eye off any single point of dialogue at any given moment is detrimental to an outreach strategy.
Agile marketers focus on developing an integrated story, giving consumers the best possible opportunities to find what they’re searching for at the right time and through the appropriate channels. The proliferation of social grants more control over the buying process. How can brands excel at nurturing relationships and deepening intimacy through multichannel participation?
Multichannel Engagement Begins With Understanding
The heart of multichannel marketing lies the orchestration of communication between company and customer. A digitally functional campaign drives conversation and decision-making according to the behavior within the target demographic. The key is in giving customers choice in ways that are most convenient at every stage. Here are a few solutions in multichannel marketing management that ensure competitive advantage.
Assemble The Ideal Customer
Just who are you trying to reach? Through online research, analytics, and insights, companies get a clear picture of a customer’s profile, namely age, income, device usage, most visited platforms, passion points etc,. Understanding the functional and emotional drivers that motivate customers to purchase remains crucial.
A “One Size Fits All” Approach Will Fall Flat
The modus operandi for most companies is similar when it comes down to marketing strategy and operation: post the same content on every and ignore the contextual intricacies that are present. What works in one place is not necessarily what will succeed in another. While long-form content is desirable for Facebook or LinkedIn, the same doesn’t hold up for Twitter, Tumblr, and Instagram. Marketing leaders should choreograph campaigns according to customer consensus and channel parameters. For example, while users on LinkedIn tend to respond to more professionally packaged material, users on Snapchat love to see more spontaneous content that illuminates brand personality. An instagram growth service may recommend reaching out to influencers. Each campaign should be a holistic reflection of meaning and trust no matter where your customers spend the most time.
Formulating a Marketing Mix
Mapping a path to conversion requires putting together exciting and engaging destinations using a variety of digital tools. A microsite can highlight relevant information about an upcoming event, special offers, discounts, and anniversaries. Forms produced to collect customer information can aid in personalization and customization of products and services. Sponsored ads that fit the context while keeping campaigns consistent across channels help reveal blind spots in real-world activity. Mixing the modern with the traditional, a method known as cross-promotion produces even greater insights that continue to feed campaign lifecycles.
Multichannel marketing creates the ultimate sense of presence brands need. Despite the speed of technology, the sales cycle continues to expand. With so many data touch points and advantageous micro moments to capture, losing customers becomes easier while retention grows more challenging. Truly effective multichannel marketing implies a customer-centric focus at every stage in the process. Uncovering purchasing intent is foundational to meeting audiences on their terms.