How To Properly Start Your Multi-Channel Communication Campaign


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Information can be obtained from many marketing communication channels. Information is no longer available through traditional media like radio, TV, or print. People can access information via their smartphones and computers even as an event is unfolding thanks to digital technology. Your brand’s success will be greatly affected by marketing through all channels.

Have you heard about multichannel communication?

Multi-channel communication campaigns or multi-channel marketing strategies are important. They should be tailored to your brand’s needs as well as your customers’ lives in today’s digital age.

Strong multi-channel communication strategies keep current customers informed about your brand and reach potential customers via different channels and methods.

What is Multi-Channel Communication?

Multi-channel communication allows companies to communicate with customers via multiple platforms. These platforms include:

  • Social media
  • Email
  • Mobile applications
  • HTML-per-click advertising 
  • Online shop
  • Websites for brands and products 
  • Direct mail
  • Mail-order catalogs
  • Advertisements on radio and TV
  • SMS

Multi-channel communication is key to a successful cross-channel campaign.

Why is Multi-Channel Marketing Important

The internet has made it possible for everyone to have access to information wherever and whenever they want. While they’re working on another task, people can access the news and search for information via their digital devices.

Your brand’s success will depend on how you take advantage of the many channels people have access to information. Having your brand present on multiple channels will help reach customers and engage them in the communication channels they prefer.

This article will discuss the advantages, challenges, and steps of a multi-channel communication campaign.

  1.  Multi-channel benefits
  2.  Multi-channel challenges
  3.  Multi-channel steps

Multi-Channel Marketing Benefits

Multi-channel marketing campaigns offer many benefits. To align future efforts with business goals, companies should look at the following benefits:

  •  Extensive reach
  •  Increased engagement
  •  Cross-channel marketing
  •  Enhance customer experience
  •  Recollecting Brands
  •  Customer loyalty boosted

The Expansive Reach

Multichannel marketing allows customers to access information about your brand via a convenient platform.

Multi-channel marketing and communication allow for reaching a wider audience.

Engagement increases

Your customers will be able to engage with you through multiple channels if they can reach you via different means.

Customers can choose the channel that is most convenient for them. This will increase brand engagement.

Cross-Channel Touchpoints

Multichannel marketing allows for more touchpoints by which data can easily be collected.

You can gain a better understanding of your customers by collecting more data. This will enable you to improve the quality of your products and services.

Opportunities to Enhance Customer Experience

Customers can share their experiences with your products and services through multi-channel marketing communication campaigns.

This information will help you improve the customer experience.

Higher Brand Recall

Advertising in traditional media like television, print, and social media has a higher brand recall. Social media advertisements reinforce TV and print ads by reaching multiple people.

Customer loyalty boost

It is easy to improve your customer experience by incorporating feedback and data. Customers will trust brands that address their concerns.

This will increase their loyalty to your brand.

Multi-Channel Communication: Challenges

Multi-channel marketing has many benefits, but there are also many challenges. When launching a new campaign, marketing professionals need to be aware of the following issues.

  •  Efficiency and cost
  •  Consistency in branding
  •  Compatible with brand platforms
  •  Leverage analytics
  •  Staying on top of the latest trends
  •  Customizing

Management Efficiency and Increasing Expenses

Multichannel management can be daunting. To ensure effective management, a team would be necessary.

This will result in additional costs for your business. Your company will need to evaluate the value of multi-channel communication campaigns within its budget.

Consistent branding

You should maintain a consistent brand look across all platforms. Unsimple branding can affect the way customers see and remember your brand.

To keep your branding consistent across campaigns, you should create and adhere to a branding set. This includes logos and color palettes.

Duolingo is one of many companies that rely on brand guidelines to maintain a consistent visual aesthetic across all channels.

Multichannel communication can be challenging.

Compatibility of Platform Brands

It is important to determine which platform is best suited for your brand. You can expand your reach by tapping into other channels, but it could be detrimental to your brand if you neglect your most powerful platform.

You will need to manage multiple channels and ensure that your resources are distributed properly to all channels.

Leveraging Analytics

Your marketing professionals will have to manage multiple communication channels.

They may have difficulties with analytics. Your team must be properly trained to analyze data from multiple sources and to effectively use the data to your advantage.

Trends and innovations are constantly changing, especially in multi-channel communication campaigns.

It can be difficult to keep up with market changes and innovations. It is important to assess which innovations and trends are compatible with your brand identity.

You must be careful not to join a bandwagon.

Customized Messages

It can be challenging to customize messages for your target audience when you have multiple channels.

However, communication should not be taken for granted.

Your messages and content should be relevant to the platform on which you communicate.

How to Create an Effective Multi-Channel Marketing Strategy

After your team has discussed the potential benefits and challenges of multi-channel campaigns, it’s time to get started.       

  1.  Remove organizational barriers
  2.  Optimize a multichannel marketing platform
  3.  Create touchpoints
  4.  Understand your audience
  5.  Use consistent messaging

1. Reduce organizational barriers

People naturally form loyalty towards their team or department and may refuse to share data with others.

Unify the organization around a cause that they all believe in and break down organizational silos. This will allow your brand to communicate a consistent message across all channels.

2. Optimize a Multi-Channel Marketing Platform

Marketing technology tools are essential for tracking the performance of campaigns across all channels.

Marketing optimization and measurement platforms offer marketing analytics that allows for precise marketing attribution. They also help to collect pertinent behavioral insights across channels.

3. Create several touchpoints

Multi-channel marketing has many benefits. This data can be used in future marketing efforts.

Touchpoints could include surveys, Email Newsletters, and social media.

4. Understand your audience

It is crucial to understand your target audience to develop a marketing strategy.

Your target audience’s preferences and behavior will determine which marketing strategy is most effective.

You can help your customers understand their preferences and behaviors by setting up control groups or running test runs.

Knowing your customers’ preferred channels will help you choose the right communication channel to use when creating content.

5. Consistent messaging is important

A simplified brand image across all platforms will increase brand recall.

Even if the message is adjusted for customers’ attitudes or media formats, a consistent brand image is essential.

Multi-Channel Communication can expand your reach

A multi-channel communication campaign is designed to increase reach, engagement, customer experience, brand recall, and customer loyalty. Multi-channel communication is essential for the success and growth of your brand.

About the author

Kobe Digital is a unified team of performance marketing, design, and video production experts. Our mastery of these disciplines is what makes us effective. Our ability to integrate them seamlessly is what makes us unique.