The Power of Multichannel Marketing

Multichannel marketing is, simply put, interacting with potential customers on various platforms, from retail locations to print ads, websites, email, social media or even word of mouth.

It ensures your messages reach people wherever they are, and regardless of which devices they use.

A December 2014 SAP multi-country survey found that 74% of businesses increased sales with a multichannel strategy and 64%  increased consumer loyalty/acquisition.

In June 2015 Global Communications Agency Lewis PR did a global study on multichannel marketing and found that 84% of senior marketers regarded multichannel marketing as a key focus of their marketing strategies, and intended to increase spending on such campaigns this year.

Fashion retailers such as iconic British luxury brand Burberry have embraced social media platforms such as Snapchat Discover and WeChat to connect directly with customers across the globe, and even put up store on Alibaba. Today it has 40 million social followers on 20 different platforms.

Closer to home airline flydubai employed a strong email marketing strategy along with tactical campaign sites for route launches and special offers, and amassed over 30.5k followers with their clever Instagram page.

Tips for leveraging a multichannel marketing experience

1. Identify your broader channels: traditional, digital and social, and then hone in on individual channels such as television, website and Facebook. 

2. Engage influencers in your field by inviting them to take part in your projects and developments. They can then help you market your message to their audiences.

3. Track your audience to learn as much about them as possible. Leverage engagement to discover new marketing opportunities and adjust which channels to spend most time and money on.

4. Engage in ongoing conversations (feedback, follow-up, replies) with your customers, across platforms, and incentivise them to perform actions such as referrals, renewals, conversions and loyalty.

5. Multichannel marketing is nothing if it's not integrated. This implies consistency of your brand message, creating visual marketing material that renders well across channels, and for all messages to point to the same conversion page.