Everywhere you look, people are scrolling through their smartphones, tapping away on tablets, and shopping for the newest digitally-enhanced TV. The idea of marketing a product through a single channel is quickly becoming obsolete – after all, why stay restricted to one channel when the attention of consumers is being split in so many ways?
Although some companies tend to drag their heels a bit when it comes to adapting to new marketing techniques, current statistics show that a multi-channel marketing approach is more successful than sticking to a single channel.
Whether the logistics are intimidating or you’re just not convinced, let’s take a look at how statistics are proving that a multi-channel approach is the most effective way to market a business.
Multiple Channels, Integrated Effect
Think about your favorite store. Does this store have a SEO-optimized website where you can also order products online? How about a blog with well written and engaging content that educates and entertains target consumers? Does it have a Facebook page or Twitter account to interact with customers?
If the store has all of these things, it’s doing multi-channel marketing right. Now consider if a store only allowed you to learn about and buy its products when you’re in the physical location itself or through an agent over the phone. This store’s reach and messaging would be severely impacted by their lack of presence online. Plus, when marketing and advertising is limited to something like traditional media, new customers might be hard to come by. Stretching out marketing across numerous channels of engagement becomes something not just valuable but absolutely vital for a healthy business.
Moreover, statistics show that the majority of consumers want an integrated approach to marketing. This blog post from Brick Street Software displays an impressive set of statistics about multi-channel marketing, including the fact that 72% of consumers want integrated marketing, and content published on multiple channels had a 24% increase in engagement. They also credit Forrester research from 2012 in finding that “40% of mature multi-channel marketers reported increases of more than 15% in revenue that are attributed to marketing programs.”
Clearly, more channels available to consumers means more eyeballs on marketing campaigns – and the more engaged and interactive they are with customers, the better the result, both in terms of revenue and reputation.
Best Practices for Multi-Channel Marketing
Understandably, some businesses are hesitant about putting extra income towards a multi-channel marketing approach. To execute these plans, a business needs designers, programmers, SEO and marketing specialists – and the costs can add up.
However, ensuring that knowledgeable, experienced professionals are on board to help execute the strategy correctly will pay dividends when it comes to higher profit and better customer conversion.
A truly multi-channel digital marketing campaign will use a combination of organic SEO, CRO, social media marketing, content marketing, content distribution, and analytics to achieve the best results. Using all of these components in combination will allow a company to attract the right audience and drive them to the key conversion points on their website.
A Multi-Channel Approach Is the Best Approach
Now that the digital world and new marketing approaches are becoming a part of our everyday lives, it’s vital that businesses begin to incorporate multiple channels to spread their marketing as far as possible. Not only can this increase sales, but it also contributes to creating a solid online presence as well as increased engagement and community-building for a brand – all valuable assets that are definitely worth the additional effort.
Have you been using a multi-channel approach in your marketing? How has it been working for you? Connect with us today to find out how we can help you improve.