what are multichannel marketing systems? course hero

What is multichannel marketing and how does it work?

Multichannel marketing (MCM) integrates multiple channels—social media, blogs, email, TV, mobile, and streaming services—to reach customers everywhere they are. “Omnichannel marketing” is essentially next-level MCM, creating a seamless experience across all channels.

What is omnichannel marketing and why is it important?

“Omnichannel marketing” is essentially next-level MCM, creating a seamless experience across all channels. When it comes to large, segmented audiences and tailored one-on-one interactions, MCM can get exponentially granular and complex.

What is an example of an MCM strategy?

For example, when someone browses an e-commerce store, that action will trigger ads on social media sites or an email with a coupon. For more basic MCM efforts, however, consider broadening the message or narrowing the audience to maximize ROI.

1. Define the end goal of the campaign

Before creating a multichannel campaign, consider the end goal. A good goal statement describes the campaign’s purpose, direction, vision, and provides the parameters to measure the campaign's success.

2. Maintain consistent messaging, branding, and assets

There are three main aspects of a multichannel campaign that should be consistent:

3. Define forecasting and attribution models

Forecasting refers to understanding the role of data and trends and utilizing them to define specific goals for leads and sales from each channel. Conversions and sales are then measured and attributed to the marketing efforts that produced them.

4. Identify the right campaign channels

The channels chosen will depend primarily on the target market and the goals of the campaign. If the main goal is to establish an online presence, consider focusing on digital marketing channels. If traditional channels are still effective, though, consider other traditional marketing strategies.

1. Identify the objective of the multichannel campaign

First, be clear on what the MCM campaign is setting out to achieve. Set goals that state the campaign’s intention, whether it’s to increase brand authority, reach new demographics, enter new markets, or something else.

2. Communicate the objective and duration of campaign

Next, make sure the intent of the campaign is communicated and understood by each person involved. Each team working on the different channels should know the duration of the initiative. This way, a cohesive experience is created for the target market.

3. Create buyer personas

A buyer persona is an image of a company’s ideal customer based on data and research. It generally includes age, location, job, income, educational attainment, and other factors. Similarly, if the company’s product or service is for everyone, this allows for the buyer persona to be segmented based on age, location, income, etc.