As the name implies, multichannel marketing is interacting with customers on various different platforms. It provides the opportunity of increasing customer engagement as well as marketing reach, as you go to where the customer is and makes it as easy as possible to engage with your service or product offering.
Multichannel marketing can entail customer engagement on the following platforms, to name a few:
- Print ads
- Product packaging
- Word of mouth
- Promotional events
- Mail order catalogues
- Direct mail
- Social media e.g. Facebook
Multichannel marketing is all about ease of purchase and reaching the customer where he is most likely to buy your product or make use of your service. And considering that multi-channel buyers spend three to four times as much as single-channel customers do, it is an important customer to reach.
Today’s consumers have a tremendous amount of choice when it comes to spending their money. There are multiple channels from where they can get information, which has its pros and cons.
On the one hand, this readily available avalanche of information can make it more difficult to sell your product, as you have a lot more competition on a global level. Customers can easily be distracted from your product or service offering if another product or service catches their attention. You need to make sure that the information on your product hits the spot and is at the top of the list.
On the other hand, the increase in channels through which the customer can be reached has led to an increase in customers that can be reached. Basically, you may have more competition, but you also have more potential customers. And this is why it is critical that you make multichannel marketing a priority.