A Customer-centric Approach: Multi-channel Communication
Many brands are now looking for ways to reach and target audience, which inevitably increasessale. With the rise of digital marketing and increased internet usage; marketers, entrepreneurs and communication strategists must acquire skills and human resources that can effectively implement multi-channel communication.
While utilizing this integrated marketing strategy, brands must incorporate a range of channels; both offline and online. Email, SMS, Social Media, Print (brochures, flyers etc.), Website, Radio, Applications that allows push notifications etc. are some of the most common channels. They individually contribute to expansive reach, increased brand engagement, serve as numerous touchpoints, provide an opportunity for customers to recall the brand and allow brands serve customers wherever they are.
It is not enough for brands to establish their online presence on as many communication channels that are available; brands must ensure that for seamless customer relation and enforcement of brand identity, the following are considered:
▪ Using the appropriate channel: Although multi-channel communication allows brands to implement multiple channels into their marketing activities, the use of appropriate channels will allow brands find and segment their market, deliver their messages to the right audience and produce content that is relevant and tailored to the media/channel.
▪ Analytics and Trends: Brands must have the proficiency to analyze data from the multiple channels in use, because like every marketing strategy, research is important. This will enable brands track and evaluate marketing campaigns, acquire behavioral insights and optimize platforms. Understanding the market, communication trends and following them willhelp brands stay top of mind of customers. However, only compatible trends must be followed to maintain patronage amongst existing customers and brand awareness amongst prospects.
▪ Consistency on all channels: Naturally, no channel is exactly like the other. They all have their individual advantages and design, that create different unique user experiences. So, brands must ensure that while communicating with customers through these channels, quality of service must align. The goal to multi-channel communication is to leverage on all channels, but if the brand’s presence on one channel is not up to the standard promised, this can affect the overall image of the brand. Also, consistency allows a seamless transition from one channel to the other.
▪ Avoid overwhelming customers: Receiving duplicative messages, content with no distinction or uncoordinated campaigns may result in customers unsubscribing, unfollowing or restricting brand’s access to them. According to research, the unwelcomed and unsolicited adverts interfere with social media activities and makes the internet user irritable. Some eventually mark media messages from brandsas spam.
Finally, it is important that multi-channel communication/marketing follows a set goal orbenchmark. Like all communications strategy, the goal will help brands plan activities and guidelines that align and aid its actualization. Some examples of goals are 30% increase in social media engagement, High SMS click-through rates etc. These goals will help team running the communication program, redirect efforts and assets when activities don’t meet the goals.
Whether it is email programs, SMS campaigns, chat applications, brands can adopt flexible tools that manage and maintain communication programs.