Multi-channel marketing means being connected to the customer anytime and anywhere, wherever he or she is. And this is increasingly online. Today, 4 billion people use the Internet. That's 55% of the world's population and almost everyone is increasingly using mobile devices. 85% of consumers (3.4 billion) connect to the internet daily and spend an average of six and a half hours online (GlobalWebIndex).
Over 40% of all consumers in the German-speaking advertising market use more than one device on their way to conversion. In the travel and retail sectors, the number is even higher and the average of cross-device journeys is almost 50% (Attribution Study, Exactag). In addition, 73% of all consumers use several channels before making a purchase.
The growing range of digital activities and mobile technology is leading to increasingly complex customer journeys. Advertisers need a multi-channel approach to their marketing strategy to continue reaching consumers at the right time with the right message.
Our article provides 3 tips for a successful multi-channel marketing strategy.
FOCUS ON THE CONSUMER
A successful multi-channel strategy requires the ability to connect with customers across platforms and devices with relevant and personalized content.
The first step towards this goal is identifying the target audience and learn where and how they research for information online. Only then can the most efficient channels be identified to reach customers.
Successful multi-channel strategies are therefore less about the actual channels and more about your prospects and customers, their habits, behavior and interests.
CONNECT ONLINE AND OFFLINE TOUCHPOINTS
Consumers are more connected than ever before. This applies not only to the online market. The traditional retail industry also remains an important factor in the consumers' customer journey. 88% of consumers research their buys online before making a purchase, whether it's online or in-store. Even 65% compare the in-store price with the online price while still in the store
To reach today's connected consumers, mobile, desktop and offline touchpoints need to work together to increase the consumer's brand awareness and demand. In this scenario, any channel, whether online or offline, can potentially have the same impact on a purchase.
These statistics show why a multi-channel strategy is crucial for any advertiser.
DiSSOLVE MARKETING SILOS
The age of silos is over. It is no longer enough for advertisers to focus on the performance of individual channels and Last Click attribution. These advertisers measure channels and performance in isolation and do not get the insights they need to effectively plan their multi-channel marketing strategy.
To be successful, advertisers must set aside preconceptions that previously divided digital strategies from offline tactics. Marketing teams must deconstruct silos, to share data, impulses and insights across all channels. Advertisers who fail to do so will not remain responsive and flexible enough to meet the growing needs of their customers. Brands should focus on the contact point that is actually most important: the customer.
UNDERSTAND EVERY TOUCHPOINT
The rapid change in the traditional marketing world means that first-touch or last-touch attribution approaches are no longer sufficient to analyze the many different contact points of the customer journey. Marketers need to know the efficiency of each marketing touchpoint in the journey, regardless of where those touchpoints occur.
An effective multi-channel marketing strategy considers and understands customer preferences across all channels and devices. It focuses on the customer and enables advertisers to deliver content specifically tailored to the target audience.
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