Guest Column: How multi-channel marketing strategy works post pandemic

With Covid-19 behind us and all restrictions easing up, it is hardly surprising that things are returning to pre-pandemic levels. It is critical to recognise that businesses and organisations are prepared for such huge changes since, as we all know, we are not returning to the way we used to run our operations. Now that the market has opened up, there is enormous potential for marketers from all sectors to capitalise on these changing trends; organisations never expected to adjust into hybrid working so rapidly. According to McKinsey, firms have accelerated and been digitised in the last two years. It was expected to take it upto 2025, but they hastened it up by three years.

The pandemic has already demonstrated the necessity of multichannel marketing, which multi-channel marketers were aware of. It has considerably increased the use of digital channels. What makes multichannel marketing so crucial in today's market is using diverse marketing techniques and platforms to contact and engage with a wide range of customers in a number of ways. The primary goal of multichannel marketing is to guarantee that the message reaches the target audience regardless of whatever devices they use.

The following are some strategies to consider while developing multichannel marketing strategies:

1. Leverage Data

Information is one of the most powerful tools accessible to marketers. Multichannel marketing generates a vast quantity of consumer data cache. Even if a message does not convert or produce an average or mediocre outcome, it nevertheless generates data. This never-ending cycle of developing and enhancing messages and content is the foundation of true multichannel marketing. Previous data and analytics may also be used to get information about what customers want at each touchpoint. Analyze the data and detect trends in your multichannel marketing initiatives to help you target customers more effectively.

2. Hybrid channel to elevate campaign

The most difficult problem for any multichannel marketing plan is determining the best mix for a campaign, and strategies to begin with research. Identifying the channels to produce the best outcomes in terms of client involvement. Few channels risk oversaturation and missing out on a greater number of prospective consumers, while many channels exhaust resources and create a gap in the customer experience. Multichannel marketing must be utilised to generate important and beneficial consumer experiences at every connection, rather than simply having a balanced number of channels.

3. Real connection with clients

The covid-19 pandemic has caused a significant change in remote work for organisations all around the world. Working remotely has many benefits, but it has also increased isolation and digital weariness, resulting in digital overload. Savvy marketers have long recognised the significance of building genuine connections with their consumers, which means breaking through the digital clutter and reintroducing the customer to the actual world. Tangible and observable objects provide a sensory experience that digital interactions cannot provide.

The only constant is change, and as a marketer, you should be aware of it and be prepared to adapt to new difficulties and modify on the run. Multichannel marketing is critical for every marketer aiming to connect customers in a significant way. An effective multichannel marketing strategy necessitates a focus on how channels should perform independently. The goal is to convert targeted audiences into customers through improved interactions; interacting with consumers across numerous channels at various touch points means more opportunities to engage and convert consumers into customers.

The author is Arun Fernandes, Founder-CEO, Hotstuff Medialabs

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