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It’s 2022, and traditional marketing is not cutting it if your company wants to excel. With the rapid growth of technology, marketers have several channels they need to satisfy. You are missing out if you are marketing to your prospects on only one channel. Yes, marketing on more than one channel takes planning, but consider all the leads that could be going to your competitors! So, what is multichannel marketing, and how does it work?
Your prospects aren’t just on one marketing channel. They are on social media, watching TV, opening their mail, and searching online. So why would you target them on just one channel? But don’t just take our word for it. Multichannel marketing is an effective approach to capturing more leads. In a recent study by ClickZ, multichannel campaigns saw an 18.6% engagement rate, while single-channel campaigns saw just a 5.4% engagement rate. It seems like a big difference, right? This is why adding a multichannel approach to your marketing campaign could significantly grow your business.
What is Multichannel Marketing?
Multichannel marketing is a strategy in which marketers interact with customers using a combination of indirect and direct communication channels. What kinds of media? Marketers use websites, retail stores, direct mail, emails, mobile, and more. This way, marketers can reach more customers in their channel of choice. Multichannel marketing is all about choice.
What is Omnichannel Marketing?
You might have heard of omnichannel marketing. Is multichannel marketing and omnichannel marketing the same? Well, not exactly. Multichannel marketing is reaching leads by focusing marketing efforts on several traditional and digital (indirect and direct) channels to acquire leads. So, what is omnichannel marketing? Omnichannel marketing includes pulling together all of an organization’s marketing efforts into an integrated, consistent brand experience across ALL channels. What does this mean? In simple form, it means that messaging and tone, visuals and graphics, and any prior interactions that a customer has are harmonized.
Still confused? Here is an example. Let’s say you are looking to buy a crockpot at Target. What’s the first step? You might go online and see their options and then call your local Target to make sure they have it in stock. Lastly, you’ll purchase the crockpot from your local Target brick-and-mortar store. All of these channels combined and their consistent brand and experience make up omnichannel marketing!
Benefits of Multichannel Marketing
Multichannel marketing is so powerful because combined channels are more effective. So, it makes sense that with more channels, you’ll have the opportunity to create a higher awareness for your brand and consequently meet more customers.
Improved brand experience
Another benefit to connecting with your audience via multiple channels is how they will start to perceive your brand. By using several channels in your approach, you will make sure that your potential customers know all about your products and services. This will increase your brand awareness and improve your brand perception.
More marketing channels mean more engagement and a higher number of potential customer touchpoints. Multichannel marketing gives customers more opportunities to interact with brands. So, in conclusion, you’ll get to interact with more customers, resulting in more engagement.
Marketers who expand their efforts to new marketing channels increase their reach and potential audience. Many customers only use a limited number of channels, so you’ll find new leads with untapped potential by increasing your campaign.
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Adding a multichannel marketing approach to your strategy can significantly benefit your company. Who does it work for? All businesses can benefit from more visibility! Senior living, financial advisor marketing, healthcare practices, and legal firms are just a few that we provide services for.
Or maybe you’re on board but don’t know where to start? Partner with LeadingResponse! For businesses that benefit from outsourcing their marketing solutions, we can help. Our multichannel solution portfolio allows clients to deploy multichannel marketing programs that interact and engage with qualified consumers across different channels.