How Multi-Channel Marketing Benefits Your ROI
People are increasingly engaged on numerous devices and media platforms on a daily basis. Therefore, marketers are challenged to provide a seamless customer experience to keep up with them across these channels – also known as multi-channel marketing.
It’s more important than ever before to understand consumers and how they interact across different platforms in order to effectively reach them with relevant ads and achieve your ROI goals.
We’ve provided 8 reasons how implementing a multi-channel strategy increases your marketing success:
1. Connect with consumers on all of their favorite channels.
Today’s users are no longer digitally static on a desktop at home; They are engaged across various devices, platforms, and apps – each serving a unique purpose and/or preference for their consumer behaviors.
The average digital consumer owns 3.64 connected devices, so delivering ads to one channel only hits a small portion of an individual’s countless daily digital interactions.
It’s also important to note that more than 50% of all Internet usage takes place on mobile since people are always seeking the most convenient, on-the-go media.
2. Increase consumer engagement and conversion rates.
By strategizing your campaign across multiple platforms and devices, you’ll see a higher engagement rate from your consumers.
Multi-channel B2C campaigns see a 24% greater return on investment compared to single channel campaigns.
3. Keep up with today’s on-the-go users.
You’re not limited to time or location. You can reach users across mobile, desktop, email, and social throughout their daily journey – on the commute to work, in bed at home, at a concert with friends, on a dinner date, and so on.
In addition, you can utilize real-time location services to optimize hyperlocal geo-targeted campaigns to consumers.
4. Be ahead of your competition.
No matter what the key challenge is — non-connected technologies, inadequate skills or fragmented data–businesses need to catch up with the reality of how connected, mobile consumers are engaging across channels.
5. Increase your customer base, lower customer acquisition costs.
The best combination of multiple channels for an optimized media plan tailored to your target audience will also deliver the most number of customers with the lowest Cost Per Acquisition.
According to CMO by Adobe, 52% of multi-channel marketers say they “usually” or “always” hit their financial targets.
Targeting your consumers in the right places increases the likelihood of customer conversion.
6. Attribute your success.
If you keep track of how your consumers are engaging with your content, you’ll have a powerful database filled with information on how to better connect with and target your consumers.
For example, you can attribute which specific channel led to a desired consumer action, such as a click or successful product sale, and tailor your future campaigns accordingly.
You can observe how much of the engagement was on mobile compared to desktop, segment your audience based on their media preferences and interests and adjust your media plan to optimize further success.
7. Drive relevant content to your best customers.
A data-driven strategy will empower your marketing campaigns not just to send massive display ads across a scattered audience, but rather to put the right content in front of the right people in the right places.
Multi-channel campaigns provide a full view of your consumers’ digital playground, allowing you to drive the most relevant content to their favorite channels.
8. Provide a positive brand experience and build lasting relationships.
The better you understand your consumers and reach them on the right platforms, the less likely they are to see your ad as annoying.
Don’t be interruptive to the consumer experience, rather seamlessly integrate across their devices for a positive brand experience and lasting brand-consumer relationship.