{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

A friend of mine who is a marketer once remarked that multichannel marketing is a lot like sex: just about everybody wants to do it, but until you really know what you're doing, it can be a bit of a disappointment once it happens.

One of the most disappointing things about multichannel marketing campaigns is that, in retrospect, they turn out to be meaningless exercises. A lot of excitement gives way to confusion and the reality that what you expected isn't what you got. And that's assuming you expected something in the first place.

Fortunately, it doesn't have to be this way. Multichannel marketing can be meaningful, and beneficial. But before you try it, you need to have start out on the right foot. Here are several prerequisites for doing that.

Focus on action.
There's no limit to how creative you can be when you're working with multiple channels, but remember that at the end of the day, the goal of any marketing initiative should be to drive action that benefits the business. So instead of thinking about channels in the abstract and evaluating what you can do in them, think about the actions you'd like to drive and then figure out how you can use a combination of channels to produce those actions.

Pick your KPIs wisely. In marketing, your campaigns are only as good as your KPIs. That's especially true in the realm of multichannel marketing, where you have to collect and analyze data from multiple channels. That often presents some unique challenges, but they're not insurmountable. You just have to be thoughtful about how the data you can collect in one channel can be used to help paint a picture of how that channel is contributing to your campaign more broadly.

Go where your customers are, not where consumers are. Everybody's doing X, so we need to do X too. Nothing could be less true. Even the biggest consumer brands target specific audiences, and chances are your business does too. When evaluating which channels you should take advantage of, don't give too much weight to what's new and popular with consumers in general. Instead, evaluate who your customer (or potential customer) is and what channels he or she is using in the real world. Target those channels.

Pick a few channels at most, and really dig into them. Multichannel marketing is interesting because of the 'multi' part. But too much of a good thing can be bad for you. Biting off more than you can chew is easy in multichannel marketing because it can be difficult to do multiple channels really, really well. That's why it's generally a good idea to focus in on a few channels at most and really work on execution.

Don't be afraid to experiment. There is no magical formula when it comes to developing successful multichannel marketing campaigns. Doing so is sort of like trying to invent a new cocktail: you're going to have to do a bit of experimentation before you hit the jackpot. Experimentation, of course, can be painful because most experiments fail. But so long as you're learning and making new mistakes, failed experiments will usually help more than they hurt.

Photo credit: Brian Hillegas via Flickr.

Patricio Robles

Published 13 August, 2010 by Patricio Robles

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

2380 more posts from this author

Comments (8)

Comment
No-profile-pic
Save or Cancel
Avatar-blank-50x50

Sienne Veit

I agree that few get it right (or perhaps understand it fully - just like the anecdote about sex)

What would help marketers/brands is a deeper understanding of channels and the context of use: what context is the customer in when using that channel and what do they need or why might they be using the channel, how does this influence content/voice and how do you make this consistent/seamless across channels, yet unique to the specific needs/nature of the channel itself rather than just repeating the same message across all channels at the same time. Also, few brtands push/pull customers adequately from one channel to the next in a useful and seamless way.

You can see this in particular with the way that mobile is used. It is such a great  tool to glue channels together: stores, web, print, outdoor, TV, phone and mobile and yet it is under utlised as such. This is why I prefer to use the phrase cross channel rather than multichannel - so that I think about journeys and missions rather than silos and duplication.

almost 6 years ago

Avatar-blank-50x50

wages

yes i agree with your tips for the Make multichannel marketing meaningful.you poinout the some very important part in your blog.Most marketing strategies have five similar overall objectives: Acquire new customers both directly and through referrals.Increase the retention rate ­ the number of customers that return next week, month or year.Increase the number of visits, orders or sales per week, month or year Thanks for sharing the nice information.

almost 6 years ago

Rob Mclaughlin

Rob Mclaughlin, VP, Digital Analytics at Barclays

Great part re. going after your customers are - the best business models are always ruthlessly honest about who their customers are, rather than who they want them to be. Breaking into new segments is obviously a good thing but the ROI on the segment that already has your brand/category front of mind is always going to be higher.

almost 6 years ago

Rob Mclaughlin

Rob Mclaughlin, VP, Digital Analytics at Barclays

Here is a good example of exactly what i was talking about: http://www.computing.co.uk/computing/news/2267834/tesco-admits-nokia-focus-mobile

almost 6 years ago

Avatar-blank-50x50

value marketing

You can see this in particular with the way that mobile is used. It is such a great  tool to glue channels together: stores, web, print, outdoor, TV, phone and mobile and yet it is under utlised as such. This is why I prefer to use the phrase cross channel rather than multichannel - so that I think about journeys and missions rather than silos and duplication.

almost 6 years ago

Avatar-blank-50x50

Tim Dunn

This is true, but on the other hand you have to look not just at what channels consumers use, but what they can reliably be expected to do with you through thoes channels when they get there. The Tesco/Nokia example is a case in point. Nokia's PR machine is whirring over this deal, but the fact is, Tesco would NEVER seriousl think that Ovi is the store where they will derive the most value. True the Nokias are the most prevelent device for housewives, but the number of s60 mums who download apps? Don't even think about it! Apple/Android might well be a minority, but anyone who has built mobile web projects recently will tell you they represent the vast majority of users who are actually prepared to briwse and download apps. Right audience - wrong behaviour profile (sorry Nokia...)

almost 6 years ago

Avatar-blank-50x50

harly

Multi channel today usually concerns the web. When marketers first began to use the web, there was a question as to who should be responsible for it. Some companies made the mistake of thinking of the web as a technology project, putting the leadership in IT. They produced websites that did not sell very much. Today, most companies see the web as a marketing function with the direction and funding coming out of the marketing organization.main thing of multichannel marketing is Most marketing strategies have five similar overall objectives:Acquire new customers both directly and through referrals. Thanks for share the information

almost 6 years ago

Avatar-blank-50x50

John Rainey

Great prerequisites. I strongly echo choose your KPIs wisely. I'd add make KPIs for success and some for long term measurement. Especially in the digital world but also in offline advertising, there is a large amount of data to process not only to determine if the campaign was a success, but also to establish behavioural models of how people interacted with the different channels.

almost 6 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.