Multichannel digital strategy project

Multichannel is key

In today's bustling marketplace, reaching our audience effectively means being present where they are. That's precisely what a multichannel marketing strategy helps us achieve. It’s about using a blend of different communication channels – from social media and email to in-store experiences and maybe even good old print – to connect with our customers. I believe it’s not just about being on multiple platforms, but about making each touchpoint count.

The Idea

The core idea is to provide customers with choices, allowing them to engage with our brand on their preferred terms. Think of it as conducting an orchestra; each instrument plays a distinct part, but together they create a harmonious melody. Similarly, each channel in a multichannel strategy operates to deliver our message, contributing to the overall brand experience. For instance, a customer might discover a product through an Instagram ad, learn more via a blog post found on a search engine, and then make a purchase through our website or a physical store.

By appearing across various platforms, we reinforce our brand's presence and make it more memorable. This increased exposure can lead to improved customer engagement as we’re interacting with them in spaces they frequent and are comfortable with.

Starbucks - How to Do It Right

A brilliant example of a company mastering its channels is Starbucks. Their rewards programme, seamlessly accessible via their mobile app, website, and in-store, allows customers to order ahead, pay, and collect rewards. This consistent and convenient experience across different touchpoints fosters loyalty and encourages repeat business.

In essence, a well-thought-out multichannel strategy allows us marketers to cast a wider net, build stronger brand recognition, and offer customers the flexibility they desire. It’s about understanding the nuances of each channel and orchestrating them to create a compelling brand narrative.

No items found.

Practical Advice

However, it’s not without its challenges. One common hurdle is ensuring consistent messaging. Our brand’s voice and core message must remain coherent, whether it’s a tweet, a newsletter, or a video. It can also be demanding to manage campaigns across multiple channels effectively and measure their individual contributions.

So, what are some practical steps we can take?

Know Your Audience Deeply: Understand which channels your target customers use most and what kind of content they prefer on each. This allows for more targeted and effective communication.
Strive for Consistency, Not Uniformity: While the core message should be consistent, tailor the delivery to suit each channel's unique format and audience expectations. A formal tone might work for LinkedIn, while a more casual, visual approach is better for Instagram.
Integrate Where Possible: While true channel integration is the hallmark of omnichannel marketing (a closely related but distinct concept I’ll delve into another time), even in a multichannel approach, ensuring smooth transitions between channels can significantly enhance the customer journey.
Track and Analyse: Use analytics to understand which channels are performing best and providing the most return on investment. This data is invaluable for refining our strategy. As the team at McKinsey & Company notes, "Winning in an omnichannel world demands excelling in all channels... especially during uncertain economic times in which a poor customer experience may lead to a lost sale.” While they refer to omnichannel, the wisdom of excelling in chosen channels certainly applies here too.

‍

Starbucks - How to Do It Right

A brilliant example of a company mastering its channels is Starbucks. Their rewards programme, seamlessly accessible via their mobile app, website, and in-store, allows customers to order ahead, pay, and collect rewards. This consistent and convenient experience across different touchpoints fosters loyalty and encourages repeat business.

In essence, a well-thought-out multichannel strategy allows us marketers to cast a wider net, build stronger brand recognition, and offer customers the flexibility they desire. It’s about understanding the nuances of each channel and orchestrating them to create a compelling brand narrative.