Multichannel Marketing

The explosion of digital advertising allowed marketers to reach more people with greater targeting and better ROI. Now, as consumers use digital products for more and more daily activities, those benefits have only increased. At its core, multichannel marketing is the blending of different marketing efforts and channels and is about reaching out to customers wherever they may be.

Gone are the days when you could run an ad on the TV and reach most households in America. This means that effective advertising is now affordable for small businesses. Businesses of all sizes benefit because TV ads are not highly targeted, and you reach your potential customers when they are least likely to make a purchase.

Consumers spend all day interacting with mobile phones, apps, websites, streaming video services, email, and more. But not everyone interacts with all of those things. Multichannel marketing ensures you reach your customers where they are.

Successful multichannel marketing is about more than just throwing out ads on different platforms. The real strength of multichannel marketing comes with expert coordination of all those platforms as a single campaign. This will allow more meaningful data to be collected and establish a powerfully consistent brand identity that your customers will remember.

Now that we’ve given an overview of multichannel marketing, let’s take a deeper look at the benefits that an excellent multichannel strategy can bring to your business and how to implement them.

• Increases sales – Multichannel marketing helps ensure no potential customer is missed because your ads aren’t on the channels they use frequently. Customers obtained through multichannel campaigns buy more frequently and spend more than those from traditional campaigns.
• Faster and better ROI – When each customer buys more and spends more, you can spend less to get the same results. Your existing advertising budget can stretch much further than before.
• More cost-effective – By leveraging every channel your customers use, you can find which avenues provide the best cost-per-acquisition and focus more of your budget on them.
• Frequent and interactive engagement with audiences – Social media opens direct, immediate communication with customers where they already spend time.
• Better data collection and analysis – Marketing across multiple channels gives you access to data about all aspects of a customer’s journey.
• Retargeting and remarketing – Remind customers about products they viewed across all the channels they visit.

Marketers have been using psychology-backed techniques to sell products for decades. The age of big data and multichannel exposure allows us to take psychological insights further. Here are some examples of multichannel marketing tips to maximize a campaign:

1. Humans are social creatures – Giving customers the chance to share their experience signals social instincts. Reaching across social channels and encouraging sharing can convert friends into customers.
2. A picture is worth 1000 words – Images are more easily remembered than text and draw the viewer’s attention where you want it.
3. The first exposure sets the standard – If you are the first exposure a potential customer has to a product or service, you set the standard by which they judge competitors.

At Phi Web Studio, we know the psychology of sales and can put it to work for you.

Google ads are affordable enough that anyone can start advertising in Google search results and across the Google ad network. A well-managed campaign can cut through the competition. Google PPC sells ad space by having advertisers bid on keywords—the more popular the keyword, the more expensive top placement becomes. Finding relevant keywords while keeping costs under control is where professional marketers add value.

The second major part of an ad campaign is seeing which ad materials bring in the most revenue. Continuously tweaking ad copy to ensure maximum conversions is a full-time job—where a dedicated digital marketing agency helps most.

Facebook collects extensive data that makes highly targeted ads possible. On Facebook, success means getting into the psyche of your customers so every dollar shows your ads to someone likely to purchase.

Crafting and testing ad copy is just as important on Facebook as on Google—arguably more so, since good copy can get customers talking about and sharing your product with friends at no extra cost.

Facebook owns Instagram, so the data collected is similar—but Instagram’s picture-first format requires a different approach. Expert marketers know how to capitalize on both platforms and keep up with ever-changing advertising rules.

Organic search results are the best way to bring visitors to your site—but maintaining a top search rank is a full-time job. Search engines routinely change algorithms, and failure to adapt quickly can tank rankings.

From your multichannel marketing mix to meta-tags to page-level analytics, SEO that keeps your site ranking high requires a dedicated team while you run your business. At Phi Web Studio, we stay on top of algorithm changes so you don’t lose the rankings you’ve earned.

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