How do you choose between the many marketing channels and choices available to businesses today? One could say “the more the merrier” when it comes to hopping on various platforms, but this could also lead to significant waste in your marketing budget if you just throw everything against the wall to see what sticks.
Here are four effective strategies for your marketing plan. And as you’ll see by exploring them, more is not always better.
- Single-Channel Marketing. This is when you pick one channel for all your messaging. You might rely solely on TV commercials, email marketing, YouTube videos or even TikTok. Most of the time, when businesses utilize a single-channel strategy, it’s because they either have a limited budget, are first starting out or just want to test the waters. Even so, one well-deployed marketing channel can outperform multiple channels used haphazardly.
- Multichannel Marketing. Generally, when businesses take their marketing to the next level, they expand the number of channels used to deploy their brand messaging. By definition, this is multichannel marketing. However, just like single-channel marketing, it’s effective only if it has an integrated approach with a sound strategy behind it.
A sub-optimal multichannel approach, for example, might be to create one piece of content and reuse it across multiple platforms, as is, rather than tailoring the messaging to the audience and format of each platform. To illustrate, TikTok and Instagram tend to have a younger demographic than Facebook — and LinkedIn users will have a stronger business focus. For that reason, you may not want to pitch your enterprise business continuity solution on TikTok videos or Instagram reels.
- Omnichannel Marketing. This strategy differs from multichannel marketing in that it’s more immersive, customer-centric and aligned with where each person is in the buyer’s journey. And that creates a more seamless experience for the consumer. You may initially reach out to prospects via direct mail, which brings them to a landing page or a social media platform. Once they leave that platform without taking the next step toward conversion, they’re re-targeted. And once a new customer makes a purchase online, you might encourage them to sign up for an email list or to become a repeat buyer and brand ambassador.
- Omnichannel Marketing done right. Take Multichannel Marketing and plug in the predicted customer journey through your sales funnel to create omnichannel marketing. Once there, plug in metrics and data analysis for customer behaviors, and use that data to reshape the omnichannel experience, investing in what works best and de-emphasizing what doesn’t. Now you have Omnichannel Marketing done right!
Remember that you can achieve very good results with any of these approaches when they’re executed well. Kymera meets businesses and franchises of all sizes where they live. We’ll help make the most out of your marketing budget and expertly guide your next steps toward achieving your business goals.
Sources
https://www.userlike.com/en/blog/multichannel-vs-omnichannel
https://www.shopify.com/enterprise/omni-channel-vs-multi-channel
