Industry Insights

Multichannel Marketing: How to Create an Effective Strategy

Nowadays, it is relatively simple to create an e-commerce site with minimal efforts and costs, but managing an online business is not just about selling your products and services. Without attracting and maintaining your customer base, your e-commerce business will not be as successful. It means that you need to know how to get your e-commerce business to stand out and drive your visitors to buy from your site.
With many social platforms and new methods emerging daily, it is challenging to know the type of channels you need to focus on in order to maximize your current marketing efforts. Multichannel marketing is a process of utilizing both offline and online marketing communication channels to help you target and engage with the customers. Creating and implementing a perfect multichannel marketing plan can help you increase the likelihood of the content being seen and read.
The multichannel marketing approach provides customers with an integrated online shopping experience. Currently, most marketing professionals, as well as e-commerce sites like Amazon, are fully aware that this strategy can result in higher retention rates and positive brand image. Sites such as Amazon can utilize this strategy to improve their online sales since it helps drive customers to their websites.
Here are the top ways you can use to create a winning and effective multichannel strategy:

Integrating Data

Integrating data is the only approach to gauge the effectiveness of the multichannel strategy. You will need to track all customer responses from various sites, including social media platforms. Most channels have the perfect means of tracking customers, including Twitter and Facebook that feature extensive analytics. You can use Google Analytics to track the movement of each customer through a website.
However, according to marketing experts, all of these bits of information don’t integrate easily. You need to know if the customers that came through Twitter initially saw the advertisement on Facebook. It is almost impossible to prove this since every channel features information on customer behavior and the discrete snippets don’t provide the entire image.
For businesses to encounter this challenge, they should create a robust data tracking system such as customer relationship management software services.

Focus on the Customers

Keeping the approach focused on customers can help ensure a positive brand experience irrespective of the platform used. Potential buyers desire to experience and feel the personal connection with the products and services they use regularly. By entirely focusing on their needs, requirements, and wants, sites like Amazon with a high success rate in customer satisfaction, can develop messaging, sales strategies, and recommendations that will resonate with the customer base.
Also, the most effective strategies work to make sure that the customers receive the same positive shopping experience and messaging through every channel. It means that brands should not send similar marketing messages across all channels. Audience segmentation is also an essential step to ensuring that the right messages are effectively delivered at the right platform, at the right time and for the most significant impact.

Evaluate the Channels

Information and insights into the customer behavior help marketers decide on the channels to keep and those to remove from their list. However, some potential buyers may come through unique channels. It is also difficult to know the type of channels that finally convinced the customers to purchase.

Assess Customer Value

Successful businesses distinguish between qualified customers, paying users and potential buyers to know the amount of money and time to invest in every channel available. You should determine your current or potential buyers by assessing their current net worth, market fluctuations, spending patterns, timelines for using the products and services, as well as their seasonality potential.
You should give unique attention to all qualified customers and visitors who may not spend significant amounts of cash on your products or services, but they amplify your brand by association. Appreciation helps build delight into each aspect of your customer relationship which provides your business with excellent customer experience, user loyalty, and perfect word-of-mouth marketing.
You should cater to the high-end and well-connected customers to extend ultra-experiences to your VIPs to thank them for loyalty. For you to win in the multichannel marketing, you will need to combine data, trends, and technology with the marketer's innate knowledge and creativity of the customer base. By keeping the focus on these approaches, your business will excel across various channels.

Lianna Arakelyan

Lianna Arakelyan

Lianna is a digital marketing junkie to the extreme with a knack for social media marketing strategy and implementation at She is not only extreme in her work but also in skydiving and bungee jumping when she needs some refreshing.

Featured Case Studies