Guest column: How multi-channel marketing strategy works post-pandemic
MUMBAI: With Covid-19 behind us and the easing of all restrictions, it is no surprise that things are returning to pre-pandemic levels. It is critical to recognize that businesses and organizations are prepared for such significant change because, as we all know, we are not going back to how we used to run our operations. Now that the market has opened up, there is huge potential for marketers in all industries to capitalize on these changing trends; organizations never expected to adapt so quickly to hybrid working. According to McKinsey, businesses have accelerated and digitized over the past two years. He was expected to take it until 2025, but they accelerated it by three years.
The pandemic has already demonstrated the need for multichannel marketing, which multichannel marketers were aware of. It has dramatically increased the use of digital channels. What makes multi-channel marketing so crucial in today’s market is the use of various marketing techniques and platforms to contact and engage with a wide range of customers in multiple ways. The main objective of multi-channel marketing is to ensure that the message reaches the target audience, regardless of the devices they use.
Here are some strategies to consider when developing multi-channel marketing strategies:
1. Leverage the data
Information is one of the most powerful tools available to marketers. Multi-channel marketing generates a large amount of consumer data cache. Even if a message does not convert or produce an average or poor result, it still generates data. This endless cycle of developing and improving messaging and content is the foundation of true multi-channel marketing. Previous data and analytics can also be used to gain insights into what customers want at each touchpoint. Analyze data and spot trends in your multi-channel marketing initiatives to help you target your customers more effectively.
2. Hybrid channel to enhance the campaign
The most difficult problem for any multi-channel marketing plan is determining the best combination for a campaign and the strategies to start with research. Identify the channels to produce the best results in terms of customer engagement. Few channels are at risk of being oversaturated and missing more potential consumers, while many channels are draining resources and creating a gap in customer experience. Multi-channel marketing should be used to drive meaningful and beneficial customer experiences with every connection, rather than simply having a balanced number of channels.
3. A real connection with customers
The Covid-19 pandemic has caused a significant shift in remote working for organizations around the world. Remote work has many benefits, but it has also increased isolation and digital fatigue, leading to digital overload. Savvy marketers have long recognized the importance of making real connections with their consumers, which means breaking through the digital clutter and reintroducing the customer to the real world. Tangible and observable objects provide a sensory experience that digital interactions cannot provide.
The only constant is change, and as a marketer, you need to be aware of this and be prepared to adapt to new challenges and change along the way. Multi-channel marketing is essential for any marketer aiming to connect customers in a meaningful way. An effective multi-channel marketing strategy requires focusing on how the channels should operate independently. The goal is to convert targeted audiences into customers through enhanced interactions; interacting with consumers across many channels at various touchpoints means more opportunities to engage and convert consumers into customers.
The author is Arun Fernandes, Founder-CEO, Hotstuff Medialabs