What is multi-channel marketing?


Don’t put all your eggs in one basket

Technology has transformed the face of marketing. At any given time, modern consumers engage with a wide variety of devices, from desktops, laptops and tablets, to e-readers and smartphones. Often we use these devices simultaneously, whether for work or pleasure. Television adverts are viewed online, offline, first thing in the morning, last thing at night, or at 10:05 on a street corner while you’re standing waiting for a bus.

The way in which we consume marketing is also changing. As consumers, we are approached through these channels in dozens of ways; blog posts, emails, apps, social promotions, television spots, banners, flyers, that personalised name printed across your bottle of Coca-Cola.

These changes in technology and consumer behaviour continue to have huge implications for both businesses and the agencies who market them. It is no longer enough to put all of your marketing eggs into one basket. To successfully engage your audience, you must synchronise a variety of marketing channels.

Embracing multi-channel marketing

There are numerous advantages to multi-channel marketing. The ROI benefits of tailoring your reach to meet your audience is already well covered. Read about them here, or here, or here.

This article concerns itself with multi-channel marketing’s potential for positive branding and communications. Both of these areas depend on appropriate channels in order to facilitate correspondence between you, your brand, and your consumers.

Building customer rapport

Rapport with your customers is essential to positive customer relations. Rapport shows you understand your customers, from their needs and their values to the language they use. It shows you care about your customers enough to give them time and consideration. It shows you respect them and their opinions.

Depending on your brand identity and the tone of voice you use, rapport can be as simple as replying quickly and politely to customer queries. Some of the cheekier brands tend to engage in more informal chat. Whatever your approach, the core of successful rapport is making sure your customers feel good — about you and about themselves. They will swiftly grow to associate the two for brand loyalty and a positive brand reputation.

So what does customer rapport have to do with multi-channel marketing? Quite simply, rapport relies on effective marketing channels:

  • Twitter is typically seen as the go-to customer service platform for retail brands, for example. A strong Twitter account enables to you quickly and efficiently address the queries and concerns of your customer base, and keep complaints to a low.

  • Facebook Pages are excellent platforms on which to share posts, videos, and articles that reflect well on you and your brand. Customers who relate to these shares will relate more strongly to you, furthering brand engagement and loyalty.

  • Adjust your rapport to reflect both the marketing channel and the audience who uses it. Consider the kind of language your customers are using, and the style/form of the platform. Something as simple as emulating the way in which your consumers communicate helps create rapport by likening you to them.

Making customers fall in love with your brand

Customer rapport is one way to help your customers feel positively about your brand, but there are a variety of other tactics and strategies you can use. The best help your consumer base to fall in love with your brand.

A customer who loves your brand is a special thing. Make them feel appreciated and you have secured lifelong business. Happy customers talk, recommending you to friends and family. When they need a new product or service, they think of you first. They actively search out and engage with your marketing efforts. But love doesn’t come easily, so how can multi-channel marketing help your customers fall in love with your brand?

Be transparent 

Using multiple channels enables you to communicate similar messages across a variety of platforms, promoting consistency. Utilise channels frequently, so your customers can see you are active and involved. Make messages clear and simple to understand, so your customers grow to recognise you and your brand.

Inspire them

This might be as simple as choosing the right channel for a specific promotion. Your advert for that new fitness device is going to look much more tempting on a television screen, but promoting it through a Facebook advert will enable you to target a more specific and receptive target audience. Drive both promotions and use them to complement one another for a unified marketing experience that’s capable of moving your audience to action.

Listen to what your customers are saying

Marketing through multiple channels enables you to engage and interact with a wider audience. Communication on this scale gives you a better idea of what your audience is saying and how they are feeling in regards to you and your brand.

Promote trust. 

Multi-channel marketing enables you to keep your audience informed of business changes and coming promotions well before they happen. This prevents unexpected changes from spooking your consumer base, while insider promotions can be used to make customer feel more special and exclusive.

At Beyond, we understand the importance of helping your customers to fall in love with your brand. For an effective marketing campaign that resonates with your consumers, you should use a variety of relevant channels.

For expert help developing a Feel–Good Brand, contact us or call Beyond today on +44 (0)20 7036 0603.