Marketing automation has settled down for good in marketing strategies of Polish companies. Ideally, it allows for marketing presence of a company in plenty of marketing communication channels. Together with growing number of channels used, their complexity grows as too and the problem of coherent communication on the verge of client and company arises. What is multichannel marketing then and how to successfully pursue it?
What is multichannel marketing?
Multichannel marketing is typically defined as communication and marketing with potential and current clients through many channels simultaneously, both online and offline. This means that, instead of accomplishing isolated campaigns, focused on single communication channel or marketing tactics, marketers can now reach the consumers in many fields, as one.
It’s interesting that the consumers themselves and their habits ‘invented’ multichannel marketing. Each day we shift around between massive number of TV and radio channels, emails, text and MMS messages or various form of online advertisement. Moreover, we most often face those messages via a few devices like: telephones, tablets or computers. For a marketer, this should mean that we (as consumers) can look for offers and perform purchase in many different situations like: reading an email offer on the mobile phone or shopping online on the desktop machine.
We realize we cannot reach consumers in linear way and in single channel only because they simply don’t feel like this and are not available all the time in the same place. We are moving from individual, isolated marketing channel strategies towards ‘meeting’ the client merely on the point of contact, supported by tailored content. This means, the moment client appears in particular channel, we do our best to deliver stimulating and custom-fit message. The question is how to get to know the client in all those spots and how to react for his presence. Here, we have chance to identify and monitor peoples behavior in the Internet taking advantage of the SALESmanago Marketing Automation system. Now, we conclude that our presence in multiple channels is not sufficient and we need to add a few more ingredients to this. So how to prepare for multichannel activity?
5 features of successful multichannel marketing
- Profile of an ideal consumer
Each company needs at least one clearly defined consumer profile for itself. This means: who the buyers are (biographic, demographic and firmographic data) AND:
– what’s in the purchase for them
– what directs them in the purchase process
– how they think and how, when and where they buy
– how they make their decision
Such knowledge allows marketers to focus on those points of contacts with consumers, in which potential company clients are present and deliver message they expect.
- Performance integration in each of the channels
Once we choose marketing channels in which our potential clients are present, our presence only is not sufficient. Each of them must work collectively, in each of them we should ‘listen to’ consumers and respond to their need with suitable content. The biggest challenge is compatible communication with client, regardless of in which channel we will have to display/communicate another message. By consolidating content with Marketing Automation possibilities we can display custom-made message every time the potential client appears in particular marketing channel.
- Customer oriented content
Consumers take advantage of the Internet more and more mindfully in their purchase process. Searching for information, they choose those most useful for them. The more useful and suitable information we make available to our potential clients, the better feedback we receive. Nowadays, marketer doesn’t push content to consumer but rather attracts consumer with the content shared.
- Responsive design
While marketing content is picked up on higher and higher number of more and more miscellaneous devices, responsive design naturally becomes indispensible. Not only we face the challenge of really distinct resolutions and screen proportions of the devices. Additionally, creations displayed on touch screen devices must be adjusted to touch operations.
- Operation effectiveness analysis
Everything mentioned above won’t make sense if we don’t measure even basic parameters of our activities successfulness. The more marketing channels come into play, the more difficult it is to effectively specify ROI. Without professional analytic tool, it will be hard to achieve it. It’s worth to look into conversion analytics in SALESmanago as well as closed loop marketing conception. Both of them help to estimate the effectiveness of the operations performed.
Wondering what marketing channels you can use with Marketing Automation? Contact us here: info@salesmanago.pl
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