Multi-channel marketing is an approach that is being increasingly favored by leaders in a multitude of markets. It involves the distribution of marketing and public relations materials across a combination of traditional and digital channels. Multi-channel marketing strategies enable companies to more effectively target individual groups of consumers using the media that target groups consume and trust the most. These days, consumers expect brands to be present on multiple channels. Multi-channel marketing is an absolute must. Let’s look at some of the channels that major companies focus on. This article primarily looks at the digital elements used in modern multi-channel marketing strategies. Continue reading to learn more.
Modern Multi-Channel Marketing Elements
SMS
SMS messaging is a great way to reach out to audience members that have already engaged with a brand. SMS marketing content has an extremely high open rate. Far more people are willing to open an SMS than a branded email. In most countries, consumers have to opt-in before they can legally be sent SMS messages by a brand. SMS messaging was invented in 1992, and quickly became one of the dominant forms of communication among young adults. Although it has now been eclipsed by instant messaging applications, it is still significant.
Influencer
Influencer marketing has been around for far longer than the internet. The first example of influencer marketing is widely considered to have been conducted by a pen company that teamed up with author Mark Twain at the turn of the 20th Century. The birth of social media completely changed what it meant to be an influencer. Modern influencers usually speak to incredibly specific audiences about relatively niche topics – their popularity is empowered by the ubiquity of social media. Companies like Nuanced Media help to link appropriate influencers with eCommerce brands. If a company can find the right influencers to work with, then it has the chance to talk directly to incredibly specific target audiences.
Email marketing is still one of the most effective ways to reach audiences that do not use social media. To effectively use email marketing, email addresses need to be collected and categorized with the consent of the email address owners. This opt-in process is not just a legal hoop to jump through – it helps companies figure out exactly what kind of people are interested enough in their products or services to surrender their information This enables them to focus all future marketing and advertising efforts.
Social Media
Social media is nearly ubiquitous in most of the world. Pioneered by companies like Friendster and Myspace, social media companies are now considered to be powerful entities in society, communications, and politics. Companies cannot afford to avoid marketing on social media. Social media marketing efforts not only help to promote products and services. They also enable consumers to ‘talk back’ and create a reciprocal relationship with the consumers that a company cannot thrive and grow without. Instagram, Facebook, TikTok, and Twitter all have different consumer demographics that equally need to be taken into account.
