How to Structure a Multi-Channel Communication Campaign

Sydney Wess
8/4/2021

Information comes from multiple channels. People no longer rely solely on traditional media such as print, TV, and radio to get information. Digital technology has allowed people to access information through their phones and computers while an event unfolds. Marketing through all information channels will greatly impact your brand’s success.

It is important to have a multi-channel communication campaign or a multi-channel marketing strategy that suits your brand’s needs and your customers’ lifestyles.

A strong multi-channel strategy keeps current customers updated about your brand’s offering and reaches potential customers through different ways and platforms.

What Is Multi-Channel Marketing?

Multi-channel communication is a strategy used by companies to communicate and engage with their customers through various platforms. Some of the platforms include:

  • Social media
  • Email
  • Mobile applications
  • Pay-per-click advertising
  • Online store
  • Brand and product websites
  • Direct mail
  • Mail-order catalogs
  • TV and radio advertisements
  • SMS

Why Is Multi-Channel Marketing Important?

Technology has allowed everyone to access information from various channels whenever and wherever they are. People can check the news or look for information through their digital devices even as they are doing another task. 

Taking advantage of people’s access to information through various channels will impact your brand’s success. Being present in multiple channels helps your brand reach and engage with your customers in the communication platforms they prefer. 

Benefits Multi-Channel Marketing 

There are many benefits to launching a multi-channel marketing campaign. Companies should review the following benefits to align upcoming efforts with their business goals.

Expansive Reach

Marketing on multiple channels means customers can get information on your brand through a platform that is convenient for them to use. Multi-channel marketing ensures greater audience reach

Increased Engagement

When your brand can be reached through various means, your customers can engage with your brand in the ways they want. Your customers can choose the channel that suits them. This will lead to increased engagement with your brand.

Numerous Touchpoints

Marketing on multiple channels allows for more touchpoints through which data can be collected. When you have more data you can better understand your customers and how your products and services can be improved to meet their needs.

Opportunity to Improve Customer Experience

Through multi-channel marketing, customers can inform you of their experience with your products and services. With this information, you can improve your customer’s experience. 

Higher Brand Recall

Marketing strategies that involve advertisements in traditional media such as print and television and social media have a higher brand recall. Social media ads reinforce television and print advertisements by reaching multiple people.

Customer Loyalty Boost

With the feedback and data from your customers, improving their experience becomes easier. When customers see that their concerns are addressed, they will trust your brand. This will boost their loyalty to your brand.

Challenges of Multi-Channel Marketing 

While there are several clear advantages to multi-channel marketing, there are also a good number of challenges. Marketing professionals should look out for the following challenges when undergoing a new campaign. 

Management Efficiency and Increased Expenses

Managing multiple channels can be overwhelming so hiring a team to handle the channel would be needed to ensure efficient management. But this will entail additional costs for your company. 

Consistent Branding

Your brand should have a consistent look and messaging across all the platforms you are present. Having inconsistent branding will affect how customers view and recall your brand.

In order to keep your branding consistent for campaigns, create and abide by a branding kit that includes logos, color palettes, and more.

Image removed.

Source: Johnson Banks

Many companies, such as Duolingo, rely on brand guidelines to keep their visual aesthetic uniform and memorable across channels. 

This will be a challenge when managing multiple communication channels. 

Platform Brand Compatibility

You need to identify which platform is most compatible with your brand. Tapping into other channels to expand your reach but neglecting your most effective platform can prove disadvantageous for your brand.

With multiple channels, you will also need to properly manage the distribution of your resources so that all your channels are attended to efficiently.

Leveraging Analytics

Having multiple communication channels will be a challenge for your marketing specialists.

They might have difficulty handling analytics. One must ensure that the team is trained to analyze the data from multiple channels and effectively leverage the data to your brand’s advantage.

Keeping up With Trends

Trends and innovations change very quickly. Keeping up with market trends and innovations can be challenging. You need to evaluate which trends and innovations are compatible with your brand identity. Be careful that you are not simply joining a bandwagon.

Customized Messages

Customizing messages to suit your target audience can be difficult when managing multiple channels. But do not take communication for granted. Your messages and content must be appropriate to the platform you are using to communicate. 

How to Structure an Effective Multi-channel Marketing Campaign

1. Break Down Organizational Barriers

People naturally develop loyalty to their department or team and may refuse to share information with others.

Break down organizational silos by uniting the entire organization through a cause they all value. This is important for your brand to create a cohesive message across different channels.

2. Optimize a Multi-Channel Marketing Platform

It is essential to have marketing technology tools that help track how campaigns are doing across all channels.

Marketing measurement and optimization platforms provide marketing analytics that promotes precise marketing attribution and helps collect relevant behavioral insights across your channels.

3. Create several touchpoints

Multiple touchpoints creation is one of the benefits of multi-channel marketing. It provides data that can be used for future marketing endeavors. Touchpoints can be surveys, email newsletters, social media, among others.

4. Understand your audience

Understanding your target audience is important for your marketing strategy.

The preferences and behavior of your target audience determine which marketing strategy will be more effective. Setting up control groups and doing test runs will help you understand your customers’ preferences and behavior.

For example, knowing your customers’ preferred channel will help to determine which communication platform you should pay more attention to when developing content.

5. Ensure consistent messaging

Streamlining the look, feel, and services of your brand across all platforms allow for better brand recall. A consistent brand image is important even while the message is adjusted to customers’ attitudes or media format.

Expand Your Reach with Multi-Channel Communication

The goal of an effective multi-channel communication campaign includes expanded reach, increased engagement, improving customer experience, higher brand recall, and boosting customer loyalty. Multi-channel communication helps ensure the growth and success of your brand.

author

Sydney Wess

Content Writer & Editor

Sydney researches and writes about marketing and tech trends for Visual Objects.