A multi-channel campaign is when two or more marketing channels are used simultaneously or alternately for a marketing campaign. With this marketing strategy, you can better adapt to the profile of your customers. It is the best way to find yourself where your targets are and thus increase their engagement. You gain visibility and you cover the entire market in which you operate.
To do this, you must be able to manage the commercial pressure by choosing complementary channels, chosen according to the behaviours and preferences of your consumers. You also need to ensure that your messages are consistent across channels.
Why and when to use a multi-channel campaign?
For example, if your offer is aimed at both young and old, you must make sure you are present on the communication channels on which they are present: social networks for young people and the mailbox or traditional channels for the not so young for example. The larger your audience, the more different channels can be used. In this case, you need to be careful to manage these channels wisely.
The physical store complements and enhances the digital strategy. By embracing omnicanality, marketers make the buying journey more fluid by creating gateways between different devices, platforms and channels.
How do you manage your multi-channel campaign?
This is even more true if you manage a network of several outlets whose targets are not sensitive to the same communication channels. Indeed, if you are at the head of a network of 47 points of sale throughout France, whose target customers are often different from each other, you will surely have to deal with many channels.
To do this, you need a platform that will allow you to manage all the channels you use to communicate for your campaigns.
Wondering about other marketing definitions? Read this article to learn more about local marketing, digital marketing, marketing campaigns, advertising platforms, marketing strategies, marketing automation, catchment areas, communication, google my business, and more.
Wondering about other marketing definitions?
Read this article to learn more about local marketing, digital marketing, marketing campaigns, marketing strategies, marketing automation, catchment areas, communication, Google MyBusiness, and more.
Things to remember
A multi-channel campaign uses a minimum of two marketing channels in order to better adapt to the profile of your customers and to find you where your targets are and thus increase their engagement. Choosing complementary channels according to the behaviours and preferences of your consumers is essential while keeping a certain consistency in your messages between the different channels. The number of different channels can be important, depending on the size of your audience. They must therefore be managed wisely. If you manage a network of points of sale, use an advertising platform that will centralize all the marketing channels of your campaigns in one place to simplify their management.