Marketing has been complex, but it was never easy. The way businesses and consumers interact with each other has changed, thanks to modern technology, dramatically. Social media platforms and smartphones enable customers and brands to communicate more than ever. Furthermore, technology has revolutionized marketing strategies by turning every decision data-driven.
These changes have made it imperative for brands to implement a multichannel digital strategy. A brand must have at least thirteen interactions before a consumer can become a potential lead. Therefore, businesses must make the most of every marketing opportunity to reach consumers.
But there are better ways to market. Digital marketing campaigns can be expensive, so businesses must be strategic and wise when using multichannel strategies.
Consumers today expect more from brands they interact with. This higher expectation is both the result and the reason content marketing succeeds. You can focus your marketing efforts on the most customer-centric channels and prioritize them. This gives you a clear goal for your marketing strategy – the ultimate brand destinations.
Multichannel marketing is essential
Because your customers search for information everywhere, and you must be there to help them find it.
Our customers increasingly use multiple channels to get the information they require. Your website is less important to them than their relationship with you, their sales representative. They also find the information they need to make business decisions more quickly.
Is there a gap between the two? Yes! Mary Meeker says there is a gap of $20 billion in digital channel spending. This is evident in the ratio of advertising dollars spent online and on mobile channels to digital consumers’ spending on these channels.
This means businesses need to spend more money on channels where people spend increasing amounts of their time.
Multichannel marketing is the future of how businesses can better serve customers through the many choices and content they have.
Multichannel marketing is the 2nd core component of content strategy. It seeks to provide the content audiences are looking for at all places they search.
The study concluded that multichannel marketing maturity could lead to significant business benefits. This is mainly due to the increased reach of an optimized marketing mix.
This is in line with the best content marketing practices, which show how to get more engagement early in the buying process by creating targeted content that targets the buying stage.
The study showed higher customer satisfaction from more mature companies. Multichannel marketing is a great way to engage more people and increase customer satisfaction.