What social media platforms do they use, and how much time do they spend on each? This could affect the budget you set aside for social media advertising and influencer marketing. Did your target consumers cut the cord, and do they now only stream their favorite movies and shows? Or do they watch traditional television? This may affect whether you add CTV, traditional commercial broadcasts or both to the mix. Understanding your audience’s preferences can also play an integral role in the success of your ecommerce multichannel strategy. Where’s your audience spending most of their time? These questions are important to answer as you get started because they’ll ultimately determine which channels you choose. cities to avoid international shipping costs. What region(s) do you want to target? A jewelry brand based in the U.S. Whom are you trying to reach? A children’s toy company might only want to target parents. The sky’s the limit when choosing which channels to use for your multichannel approach - a wealth of options exists! But before you dive in headfirst, make sure to evaluate and understand your target audience. According to SAS, multichannel customers spend three to four times more than single-channel customers do.
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This approach can include both online and offline touch points such as email, direct mail, display, social, search, connected TV (CTV) and more to interact with consumers when and where they’re most engaged - drawing a connection to your brand across each platform.Īdopting a multichannel marketing approach has proven to be integral to a brand’s success. Understanding Multichannel MarketingĪs the name suggests, multichannel marketing is a communication strategy that combines multiple promotional channels. Why choose to connect with a customer in one place at one time when you can build engagement across multiple platforms? A multichannel marketing strategy not only can help you create a continual seamless experience for your target audience but also foster greater brand recognition and trust.
The first step when planning a strong ecommerce marketing strategy is learning what your target customers want - and reaching them where they spend most of their time. Since data is so fragmented, brands need to buy more channels to recapture consumer attention. A GWI study found people use multiple mediums including search engines (52%), social media (43%) and other customer reviews (37%) to research products they want to buy. Since consumers can discover products through multiple avenues, it makes it difficult for ecommerce marketers to understand their behaviors and meet them at times when they’re most likely to make a purchase.Įcommerce brands need a full-funnel view of their customers during this buying journey to enable smarter digital media strategies and a better, more personalized experience. Regardless of the path to purchase, people aren’t searching for products or buying them from the same place every single time. Let’s face it today’s shopping journey is fragmented - consumers might purchase products directly from Instagram shopping pages or see an ad on a publisher’s website and want to learn more.
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