There are many marketing strategies available to businesses. These companies often have every interest in not limiting themselves to online or offline channels, but rather choosing a mix of both in order to properly cover the market and even offset losses in case one of the chosen channels does not achieve the expected success. So, what does multichannel marketing look like?
Short definition
If you want to use multichannel marketing, you need to offer your customers different ways to contact you or place an order. You spread your messages not on one channel but on several communication channels. Multichannel marketing is therefore a mix of online measures such as email marketing or on social media and offline measures such as print advertisements or television commercials.
Some applications of multichannel marketing
Multichannel marketing opens up many possibilities for you. For example, you can work with QR codes, launch campaigns on social media, or align the offer in your online store with that of your physical store.
- Have stickers printed on which you will include a QR code that redirects to your online store or your website. This will allow you to run original campaigns such as a treasure hunt during which interested people receive clues by scanning codes scattered throughout an area. Or the codes link directly to a product that the customer can buy. Or you place a QR code on a personalized letter that directs each recipient to a personalized landing page.
Tip : You should optimize your website or your online store for smartphones. Customers may quickly leave the page if they cannot navigate easily.
- Don’t forget the potential of social media campaigns either. On visual channels like Instagram, you can showcase a whole range of products and thus attract customers to your website.
- Retailers can combine their sales channels: if you have a physical store and an online store, you can offer discounts on both channels. Many customers also appreciate the option of picking up or returning in-store items ordered online. It is also possible to indicate in the online store in which store an item is available. This certainly represents extra work, but it can be worth it since it allows the customer to shop comfortably.
Summary: multichannel marketing offers many advantages
The digital age offers companies new distribution opportunities, but be careful not to neglect traditional channels. It is often wise to combine the two because this has advantages:
- You cover the market and reach certain customer groups
- You address a broad spectrum of customers, whether they are customers who buy online or those who prefer to shop in stores, thus increasing your chances of making profits.
- You minimize your marketing expenses if you use the same campaign across several channels.
- The risk of a campaign is spread across several channels. If the campaign does not work on one channel, you may be able to compensate for the losses with the profits generated through other channels.
By Frank Scheider
After earning his management degree, Frank Schneider specialized in cost and personnel management as well as marketing as an independent consultant. In addition to this, he writes articles on business creation in German online media.
