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3 keys to building an effective multichannel marketing strategy
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Making an impact at the right time and on the right channel is the main focus of any marketing plan. This premise is easy to implement if we keep three important points in mind when starting to build our strategy.
Every marketing strategy is built on the foundation of creating relevant impacts among users to convert them into potential customers. Knowing how to choose and combine channels based on user behavior makes a marketing plan successful, as the impact on the user will be more effective and they will be more willing to purchase our product or service.
To achieve success, we must take into account three fundamental keys that will help us build an effective multichannel marketing strategy:
1. Thoroughly understand our customer.
Thoroughly understanding our target audience is crucial. This involves knowing which channels they prefer to use at each stage of their purchasing process (initial consideration, evaluation, and purchase decision) and understanding how they interact with these channels at each point of the journey.
One of the sources that can help us in this process is active listening on social media, monitoring comments and brand mentions. This analysis helps us to find out what they think about our product and understand how they use this channel.
It is also essential to analyze user behavior on our website: find out which pages are most visited, how long users stay on the site, and which products/services are most viewed. Analyzing this data helps us to identify customer behavior patterns and preferences, both to achieve an initial sale and to seek retention and loyalty.
2. Integration and consistency across channels
A good multichannel strategy is not just about being present in many places, but about all channels working in harmony. The customer experience must be seamless and consistent, regardless of the channel they use.
There are now multichannel marketing tools that allow us to integrate all digital channels in a unique way to deliver personalized, impactful experiences.
With these tools, we can segment and interact with customers in real time, creating impact trees based on channels and time according to their behavior throughout the process: from discovery to purchase. To configure this impact strategy, we use attributes, events, and preferences. All of this encompasses a multichannel strategy in email, SMS, push notifications, WhatsApp, online advertising, etc., from a single tool, guaranteeing the best journey to the sale.
3. Continuous measurement and optimization
To guarantee the best results, it is essential to identify and establish clear metrics that allow us to evaluate the performance of each channel and the strategy as a whole.
The integration of measurement points throughout the purchase process is essential, both to measure the effectiveness of the process and the different channels, and to optimize each channel with the aim of generating the highest number of sales possible.
Once the entire process has been measured on each channel, we can analyze the data to identify what is working, where there are opportunities for improvement in the channels and in the purchasing process itself, and how to optimize to achieve marketing objectives more efficiently and effectively.
Specifically, online advertising platforms, whether search engines, social networks, or digital space purchasing tools (DSPs), need us to send them signals in order to optimize towards conversion, the ultimate goal of the campaign. Without that signal or event, the algorithm of these platforms will not be able to learn from the sales achieved to generate many more and thus have a truly effective campaign.
Paid and Own Media Lead Telefónica Innovación Digital. Especialista en campañas publicidad online, con experiencia de 10 años en ejecución, optimización y análisis en todos los canales digitales.
