Challenges With Multichannel Marketing: Why Marketers Haven’t Mastered It Yet
Every good marketing strategy should be focused on one thing: the customer.
And in today’s climate, customers are everywhere. They aren’t just driving past billboards and watching primetime television. They’re on tablets and phones, and streaming videos online.
It’s obvious that multi-channel marketing is crucial for a business to reach the right customers on the right channel or platform. But many marketers struggle with creating an effective multi-channel approach to marketing, and as a result aren’t reaching their full potential.
Here are the challenges and reasons why marketers haven’t yet mastered multi-channel marketing.
Customers all have different habits
Customers are consuming content on several different platforms and channels. Part of your target audience may be a generation that consumes their content on mobile and tablet platforms, while another may primarily watch television and read hardcopy newspapers.
To reach each of these demographics a marketer must not only craft a strong overall branding message, but must also tailor that message for each type of channel and demographic. The good thing is there’s so much more information today about buyers habits and mindsets than ever before.
It’s expensive and time-consuming
As you can imagine, crafting content for so many different platforms can put a big dent in the marketing budget and take a lot of staff time. Often there isn’t a job specifically designed for this type of marketing, and so approaches can be scattered and disorganised. But the fact is, multichannel users spend more, so it’s important to spend the money needed to market across multiple channels effectively. It may need to be someone’s job to coordinate the entire strategy, and to make sure everything is consistent and of high quality.
It’s difficult to be consistent
It’s one thing to make it someone’s job to see that a business’s message is consistent, but it’s quite another thing to actually execute it. Working across multiple platforms presents particular challenges in trying to keep the brand’s message consistent across all of them.
Each department or team should know exactly what to focus on during a campaign. The content should be tailored for the medium and the audience you’re hoping to reach, but the overarching message and theme should be consistent.
The analytics are complicated
Advertising analytics are getting more complicated every day, and since potential customers are consuming content across multiple channels, it’s difficult to tell which of these is most effective in getting them to buy.
As part of any multi-channel marketing budget, there should be some funds set aside for solid reporting and analytics that measures customer behaviour and habits, and help you get a better handle on what your customers are doing and how it affects your sales.
Changing the voice
In the past, marketing was predominantly about getting the word out about your product and the value it can provide. But consumers of today are savvier and more cognisant of content that sounds too “sales-pitchy.” As opposed to content being primarily about the product, it should be about the customer, and what value it provides for them specifically.
This means the content should highlight customer pain points and build a relationship off of that. From there, you can provide a solution to the problem with your product. Marketing is much more interactive than in the past, and communication should be a two-way street with potential customers. Building relationships is vital for success in a cluttered marketplace.
The times are changing
The exciting and terrifying thing about multi-channel marketing is it’s so fluid. There are so many moving parts to a well-run campaign, you need switched-on minds to stay on top of it. Additionally, what’s trendy and popular one week may be dated the next. Your campaign should keep on top of trends and popular culture so you can capitalise on any shifts.
A timely social media post or picture can attract lots of positive attention, while a social media post that’s even a week behind the times can make your business look out of touch.
Multi-channel marketing is exciting and dynamic, and a well-coordinated campaign can make your business more successful than ever. Just make sure you’re aware of the challenges of this strategy, so your campaign team is fully prepared to meet them.