The modern-day marketing landscape is more complex than before. As the marketers now have to cater to the consumers on different channels. This also makes it hard for brands and companies to break through the clutter as the consumers have access to more choices. And finding alternatives is easy. For example, I subscribed to Spectrum TV Stream service after coming across an ad on my Facebook. Similarly, companies market their products/services on various channels to attract customers.
Here is your detailed guide on multiple channel marketing:
What is Multiple Channel Marketing?
To make it easy for you to understand the concept, let’s go step by step. Cross channel marketing is placing your ads on the various online platforms available these days. These include the likes of Facebook, Instagram, YouTube, different websites and the list goes on. The benefit of marketing on different platforms is increasing awareness for your product or service.
So, cross channel-marketing works on the principle of sharing the data regarding a customer from each platform so that a marketer can provide him/her with a personalized experience. Once done, the role of attribution comes into play. For those of you who do not know, attribution refers to assigning a value to every platform. The assigned value depends on the platform’s contribution to achieving the sales or business goal.
When you combine cross channel marketing with attribution, you get cross channel marketing attribution. This means that you can get to know how a consumer is responding to the ads on each of the platforms. And that helps you to target them better on every channel.
Benefits of Multiple Channel Marketing Attribution
Having read about what this form of marketing is, you should also know that marketers find cross-channel marketing attribution and by using multi touch attribution marketing software very beneficial. Here are some of the many ways in which it is helpful.
Boosts Engagement
If you are looking for boosting customer engagement, you should try this form of marketing. Because people come across many ads every day. And that increases the chances of your company/brand getting lost somewhere. However, if you wish to avoid any such thing, you should make efforts to highlight your brand. That is where cross channel marketing attribution comes into play. The personalized messages and ads pique the customers’ interest.
Researches also suggest that personalized messages have the power of increasing the conversion rate by over 200%. So, there is no reason for you to miss out on this opportunity.
Loyal Customers
When you give your customers a customized experience, there are more chances of them becoming loyal to you. Because you are sending them an indirect message that you care and are listening to everyone. That is where the power of personalization lies. It does moor for your brand than just increasing sales. It earns you loyal customers.
The main reason why this happens is that cross channel marketing also helps ensures brand consistency for your company. And consistency is what builds trust among consumers.
Although some brands tend to ignore this aspect, you should remember that it will always cost you less to maintain a customer as opposed to attracting a new one. However, this does not imply that you shouldn’t make efforts to do so. But put extra effort to maintain loyal customers.
Boosts Efficiency
Cross channel marketing also plays an integral part in boosting your marketing efficiency. And attribution allows you to measure which of the efforts are bearing more fruit. Hence, allowing you to direct more efforts towards that channel. Apart from effort, you can also spend less money on the channels that are not bringing favorable results as a part of the attribution.
Now some marketers believe that measuring the KPIs for individual platforms does the job. However, they fail to understand that KPIs are not the same as attribution. The latter tracks the customer journey. Hence, making you more aware of the performance of each channel. And its contribution towards bringing more sales.
Improved ROI
Increased ROI is what every marketer wishes to achieve. And cross channel marketing attribution allows you to achieve so. As you get to know which platforms are performing the best for you and stop spending on the ones that aren’t. Therefore, along you to increase your return on investment.
Having said so, there are certain steps that you should follow to implement cross channel marketing attribution.
Ways to Implement Multiple Channel Marketing Attribution
You should be mindful of the following to do this form of marketing:
- Knowing the target audience
- Choosing an attribution model
- Obtaining the right tools
- Creating a smart content management system
If you succeed in doing so, you will be on your way to improve your marketing model. Being a trainer, I taught a friend regarding this model. She implemented it on a couple of projects including Spectrum Internet packages and a couple of other companies. The results were great. Therefore, you should consider this model as well.
