Why is multichannel marketing important?
Multichannel marketing is becoming increasingly important for D2C businesses, especially as new technologies split consumer attention between a wide range of devices. With multichannel, businesses can reach a wide variety of customers through the channel of their choice, whether that be email, SMS, or social media.
Most marketers are already using multichannel strategies — a survey by Heinz Marketing showed that over half of respondents were marketing on both digital and non-digital channels. Here’s why multichannel marketing is crucial for success today:
Multichannel marketing makes your business more resilient
Relying too much on a single marketing channel leaves your business vulnerable to changes in the market. In the fast-paced world of e-commerce sales, marketing channels are frequently evolving, and the business landscape often changes at a moment’s notice.
One example of a rapidly-changing digital marketing channel is SEO. As of 2022, Google is the dominant search engine in many countries around the world, but this could always change in the future (for example, if a competitor gains market share). In addition, Google makes thousands of changes to its search algorithm every year, and has released dozens of major updates over the past few decades. If SEO is your primary marketing channel, adding additional channels will help reduce the risk your business might face due to these changes.
Multichannel marketing will help you reach a wide customer base
By using a multichannel marketing strategy, you can reach a wide variety of buyers, building relationships across different platforms. Not all customers use the same types of platforms. Some will be more active on certain social networks, while others may have a commute that takes them past certain billboards each day. Multichannel marketing therefore gives you a higher likelihood of connecting with your target audience.
Multichannel marketing can lead to better results
Using a multichannel marketing strategy may lead to better business results — especially if you align your marketing channels with one another, integrating them for optimal performance. In the Heinz Marketing survey mentioned above, marketers that integrated all their channels were more than twice as likely to report higher marketing effectiveness, as opposed to those using fewer channels and less integration. An integrated multichannel strategy is sometimes called an “omnichannel strategy”.