A question I get asked quite often is “what can I do to increase my sales and brand recognition?” Unfortunately, an underlining theme within this question is not a request for a strong marketing strategy that ties together a brand and product through the appropriate channels. Instead, the question hopes to find that singular solution or “magic pill” that generates untold great fortune.
For those that hope for this type of option, sorry to burst your bubble but a “magic pill” does not exist. Hang in there, all hope is not lost. There is a solution and it is multichannel marketing. Multichannel marketing is defined as the practice of interacting with customers using a combination of indirect and direct communication channels – websites, retail stores, mail order catalogs, direct mail, email, mobile, etc. – and enabling customers to take action in response – preferably to buy your product or service – using the channel of their choice. In the most simplistic terms, multichannel marketing is all about choice. (Source: www.sas.com)
The thinking around marketing efforts needs to change from the underlining theme of “how little I can do to generate success?” and be converted to “how can I maximize my marketing opportunities that are appropriate for my customers and industry?” There are dozens of traditional and digital marketing options to leverage that can be part of your multichannel strategy.
The reason for this is as stated in the definition, you need to provide choice when it comes to the channels you select. Some respond to email, others to social media, others to direct mail and so on. By only choosing one method, you are not communicating with your target audience via their preferred method of interaction. An important item to remember is that your message (content) needs to stay consistent (singular) while the channels you select can vary (multiple).
The key to a successful multichannel strategy is to be true to your marketing plan, understand what resonates with your customers, understand your competitive landscape and the touchpoints that apply to your industry. With this information aligned, you can create a cohesive message and apply to the proper channels. While there are no guarantees, this will best position you for the success you hope to achieve.
So remember like in life, rarely is there one simple solution that drive your happiness and success. Usually, it can be attributed to a long list of decisions, efforts and actions you exerted. The same goes for your company’s marketing. Through multichannel marketing, your decisions, efforts and actions will drive your organizational success. One size-fits-all does not apply to your life and it should not be the way you interact with your customers.
Rich Sowa is a marketing strategist and a founder of Marketing of Things, a marketing agency specializing in strategy and content creation for brands and businesses.
LinkedIn: RichSowa & Marketing of Things