What Is Multi-Channel Marketing?
Multi-channel is having a unified message across all channels and consciously utilizing multiple marketing channels to promote your brand and engage with consumers. Customers have different preferences, and you give them that option.
That sounds like more work than single-channel marketing. Depending on how you approach it, it can be. But the impact of multi-channel marketing pays off.
Gartner Research reported that campaigns integrating four or more digital channels will outperform single- or dual-channel campaigns by 300%.
Companies that use multi-channel marketing are 89% more likely to educate their audience (Martin Akel & Associates)
Only 14% of organizations say they are currently running coordinated marketing campaigns (Autopilot, 21 Insightful Multi-Channel Marketing Statistics)
Story – “My Last $100 Purchase”
300% is a significant performance increase, but it makes sense. I’ll share a personal example to illustrate.
While reading through this, think through the last decent purchase you made and the steps you took as a buyer.
I enjoy backpacking with my family and friends. Typically I’ll go on two or three-day backpacking trips. While hiking, there are times when we may become spread out into various groups. The distance between groups may be a few hundred yards but it can sometimes be a few miles. We always carry 2-way radios to keep in contact and to ensure groups are all doing ok. I have always taken inexpensive models, but they can be unreliable. After a few close-calls, I realized that carrying higher quality 2-way radios was an investment I needed to make. After my last pair of $30 radios went out on me, I conducted some research online to see which new set I should buy. My criteria were centered around balancing cost ($100-200) with quality (needed to be tough and reach 5-10 miles).
1. Web Searches – I started by doing a few web searches and reading various articles around what to look for in an excellent 2-way radio.
2. Video – I realized that I was getting great information on the topic, but I wanted to see the radios in action, so I took my search to watch videos. Some of those videos were on YouTube, but many were on non-Google properties.
3. Reviews – I went to Amazon, a few sporting goods websites, and conducted web searches to gather opinions on products that people liked & disliked.
4. Retail – I was a bit deadlocked on my decision, so I even stopped off at a few stores to look at various models in person at Cabelas, REI, and local sportsman shops.
My research thus far took me no more than 45-60 minutes, and I was toggling between these sources in a pretty carefree way.
I decided to commit to buying new 2-way radios. Before this, I was in research mode and tried to consider whether I bought new 2-way radios or waited until some time in the future.
5. Retargeting – For a few days, I had been seeing retargeting, native, and banner ads alongside the content I was reading, and was undoubtedly influenced by the paid ads I was seeing in my web searches (not just Google searches, btw). Most of these ads were typical “banner” style ads. They were impactful but didn’t cause me to take action. I would say they were influential. I was starting to narrow down on what I wanted.
The ads I had been seeing were starting to have an impact.
By this time, two different models came up. One model was a Motorola model. It was the safe bet and a mainstream brand. It was relatively inexpensive, a big brand, but it came with its deficiencies. The second option was one I was unfamiliar with, called BaoFeng. They were slightly more expensive, a brand I was not aware of, but they had terrific reviews that edged the other mainstream brand. I felt like they were a risky purchase, but it could pay off.
6. Videos – I started to see videos of the BaoFeng radios. Some were informational, and some were “commercial-like.”
7. Audio – I even listened to a few audio clips about the BaoFeng. I would call them podcast-like but relatively short in format.
At that point, about 1 hour 15 mins into my research over 4-5 days, I purchased my radios. They are phenomenal, and I can’t wait to get to use them “in the field” this spring/summer/fall as I’m backpacking.
What I learned
Baofeng was not the forerunner. They were not a big brand. They are kind of a “cult” brand of loyal customers. But Baofeng did a phenomenal job of having a consistent message across a variety of channels. Seeing the Baofeng message across a variety of channels and mediums was influential in turning my heart & mind from a reliable, safe Motorola choice to a fringe brand. I can confidently say I would not have picked their brand had I not seen a litany of hyper-targeted ads across multiple channels. It was the power of multi-channel marketing at its best.
How Programmatic Drives Multi-Channel
Programmatic is focused on identifying the right customer, then hyper-targeting that customer with a similar message across a variety of mediums and channels. Programmatic does a great job of executing multi-channel marketing in a very time & resource-effective way.
Many companies become stalled out on pursuing multi-channel marketing because of the perceived work that comes with it. However, programmatic can help you receive the multi-channel benefits with minimal additional work.
A few closing stats on Multi-channel
72% of consumers say they would rather connect with brands and businesses through multi-channel marketing (autopilot, 21 Insightful Multi-Channel Marketing Statistics)
90% of customers expect consistent interactions across channels (Pedowitz Group, 26 Omni Channel Marketing Statistics To Know)
86% of shoppers regularly channel-hop across a minimum of two channels (CommercialHub, Powering the Future of Shopping)