In today's modern marketing world, consumers own close to 7.2 devices per household and use three or more on a daily basis. (Adobe Analytics & ADI Device Use Survey)
The average consumer goes through (at least) 6 channels before they make a purchase. (Marketing Week)
As a marketer, you need to target customers across all their platforms and devices they use by implementing a multi-channel, multi-faceted marketing strategy.
Today we are going to talk about what a multi-channel marketing strategy looks like, why it is pivotal to brand success, the challenges that businesses face implementing a multi-channel strategy and some key factors to consider when building your strategy.
What is Multi-channel marketing?
First and foremost, we want to define Multi-channel Marketing. Multi-channel marketing refers to a brand’s marketing efforts to engage customers across multiple platforms, or “channels,”. In other words, within a single campaign, marketers rely on a mix of media for marketing their product (i.e. social, TV, online, radio, email and more).
Why Multi-channel marketing?
Research studies show that brands are seeing results when they integrate their campaigns across different channels. A study by the Advertising Research Foundation found brands see up to a 35% increase in ROI when they use 5 media platforms to market versus just 1.
An even more compelling result was concluded in a 2016 study by Gartner Research. The study found that "Campaigns integrating 4 or more digital channels outperform those using single or dual channel campaigns by 300%." (Gartner Research)
300%! While that seems like a large number, it makes more sense when you consider that 15 years ago consumers typically used two touch-points when purchasing an item, whereas today consumers use an average of six touch-points. (Marketing Week)
The following provides more insight into why you should implement a multi-channel marketing campaign and the challenges businesses face in implementing this type of strategy.
We hope you learned more about the benefits of multi-channel marketing and why its essential in this media-saturated world.
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