Multi-channel marketing is exactly what it says on the tin, marketers using various channels to reach their audiences. Today it is essential. iCrossing has seen mobile sales for retail clients shift considerably, over 20% increase, in the last year alone. I believe that a company investing in communication across multiple channels is creating a more stable profile across both ATL and BTL activities.
Below are my top three recommendations to brands for ensuring connected marketing communications across multi-channel.
1. Plan your communications
A customer's interaction with your brand is a journey that may involve owned, earned and bought media. It is rarely linear and includes many personal ‘moments’ – some emotional, some logical –when desire is stimulated, budget decided, reviews read, products compared, purchased and validated. Throughout these moments, a brand has the opportunity to engage with their customers.
2. Follow the (technology) trends
The transactional value of commerce conducted via mobile is soaring. Keep a close eye on technology developments – check out Ray Kurzweil and other futurologists – you may be inspired as to how the ever-onward march of technology can impact your brand and customers.
3. Data! Monitor your audience
Your audience is not static. They ebb and flow in and make complex journeys. The moment a customer first engages with you is the moment you must remember them.
As a business, you should track a customer’s ‘moments’ across digital and physical. Each small indication of behaviour and conversation, whether on or offline, allows a company the ability to target more efficiently.
By Paul Doleman, CEO of iCrossing UK.
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