Digitization is changing the way we inform ourselves and communicate with one another. A sophisticated customer experience is becoming more and more important. Here you can read about the opportunities this opens up for marketers and what needs to be considered for successful multichannel campaign management.
First, however, it is important to distinguish between the terms multichannel and omnichannel marketing: While customers used to go to the store to buy there directly, online retailing and social networks, among other things, offer them an unprecedented choice of different channels. The providers have also recognized that there are many ways to the customer and rely on multichannel marketing :
Omnichannel marketing is the seamless integration of all channels that a customer has used in connection with a company or brand. It doesn’t matter whether these channels are online or offline – the goal is to offer the customer a unique customer experience and strengthen customer loyalty.
At the same time, the customer’s loyalty and a well-thought-out marketing campaign lead to more sales – because the customer comes across the brand again and again on different channels and is potentially more willing to invest in this product. It helps the customer journey to track the customer – i.e. the individual cycles a customer to purchase goes through.
Here you will find helpful tips on how to set up your multichannel campaign successfully build :
Identifying The Right Channels
Therefore, you have to determine which channels your target group is on and which ones you would like to interact with. It is essential for today’s mature buyers to receive information; they also want to be part of the brand by having a say.
It should be noted whether and how these channels interact with each other: A multichannel address can then take place, for example, via e-mail, the website and various social media channels. Setting links and buttons makes it very easy for the customer to select different touchpoints to create with the brand and receive further information about the favourite brand.
Communication With The Target Group
To find out as much as possible about your customers’ preferences, you should encourage two-way communication with them. It should be noted that customers prefer different variants when interacting with the brand. Therefore, offer other response options to take all preferences into account.
Insight into the data collected also provides information about communication behaviour. These have to be measured across all channels to get a uniform customer picture. Real-time success measurements are particularly important for online campaigns to be able to react quickly to changes. You can also use data analytics to find out which digital content is performing the best.
Data Analysis Increases Sales Opportunities
As customers move across multiple channels, different opt-in processes are necessary. This means that customers have to give their consent to communication. In the case of a newsletter, for example, the customer must actively confirm that he would like to receive the type of communication.
The advantage of this strategy is that user data is generated across different platforms. This is how marketers can create profiles. With this 360 ° view of the customer, you will receive valuable information on possible sales opportunities.
A Consistent Message In The Customer Experience
Since a customer can switch back and forth between multiple channels at any time, it is essential for the marketing strategy’s success that the customer’s message is consistently the same on his customer journey. The content should be adapted to the requirements of the respective channel.
But that doesn’t mean that you have to write the content over and over again. The content or story should always be the same. The goal is to anchor the topic with the customer through storytelling.