Every business wants to increase their reach and customer base, and multi-channel marketing can help to achieve this. The number of communication channels that organisations use to contact consumers is multiplying – websites, mail, email, phone, social media, advertising (TV, online, press), SMS, instant messaging, in-store brand representatives. The list goes on. This makes it even more important (and challenging) to deliver a consistent, integrated marketing message. If you fail to do so, not only will you be less likely to attract new customers, you risk losing those who are already highly engaged in your brand.

The amount of information available to consumers is really quite astounding, even compared to just a decade ago. Using a multi-channel marketing strategy can be of huge value when an existing or potential customer is at the ‘research phase’ of the buying process. By delivering carefully thought out, consistent, integrated communications, your audience will be empowered with knowledge, and if targeted correctly, your marketing efforts should stimulate a preference for your brand/product. However, customer engagement can come under threat when conflicting information is given about products, prices, promotions and placement by different marketing communications. Today’s consumer is demanding – they expect to get what they want, when they want it. They don’t want to have to search online, in-store and across other mediums just to get the best value from one brand. If you provide a poor consumer experience that requires browsing in more than one place, customers are more likely to check competitor products and prices.

Here are three recommendations to help you engage, and not distance, your customers when implementing a multi-channel marketing strategy:

  • Always focus on value and the customer service that you provide, regardless of the marketing channels you use. Remember that you are trying to build brand loyalty, and that any negative consumer experience with one channel may have repercussions across the brand for your customers.
  • If you plan on communicating with your audience on a regular basis, via multiple channels, it is imperative that your customer data is correct and consistent across all platforms. Use a CRM system as your one source of truth to make this a simpler process.
  • As a general rule, try to keep offers and promotions consistent across all channels. We also recommend that you allow customers to redeem offers, use loyalty cards and/or gift cards at any point of sale (online, in-store, over the phone, etc.).

If you’re in need of some customer loyalty advice, get in touch with our knowledgeable and friendly team. Our experience in developing and implementing engagement and loyalty strategies could help you to improve your return on investment and achieve greater business performance!