There’s plenty of buzz about multi-channel and omni-channel marketing. What does it all mean? More importantly, which gets more conversions?
While these terms may sound fancy or high-tech, both approaches are based in traditional marketing. Direct mail, email, social media, desktop, and mobile channels can all be part of either campaign style. The difference, however, is in their focus.
Multi-channel focuses on the channels where a business expects to find their target market. For example, a business that targets new homeowners may want to reach out via direct mail, email, and mobile ads. Leads may be generated based on geographic information and online real estate tools, and apps used to search for and purchase homes.
A multi-channel approach would compile a list of mailing addresses, another list of email addresses, and yet one more of mobile IDs, all linked to new homeowners. These lists may or may not have some overlap, and all of them receive a unified marketing message. Some new homeowners might receive messaging from two channels. A few may even see all three forms of the message. Many, however, will only receive one or two impressions.
Whereas multi-channel focuses on specific channels, omni-channel marketing is explicitly focused on the target audience. Attention is then turned only to the channels that the audience is consuming. For the example above, this means starting with a list of new homeowners. Once these prospective customers have been identified, the omni-channel marketing approach gathers as many touchpoints (channels) as possible for each homeowner. What is each individual’s address and email? Are they on social media? Do they have a smartphone?
Each prospective customer will then receive cohesive messaging across all channels they’re already consuming. This greatly boosts impressions, and conversions.
The Omni-Channel Marketing Journey
Here at PropeloMedia, we pride ourselves in designing highly effective omni-channel marketing campaigns. The process looks a little something like this:
We want to understand your target audience and customer base. This knowledge will provide the strong foundation informing our list of prospective customers. Of course, if you already have a list of prospective customers, that’s great! Discovery is all about being clear about which audience is most likely to convert once they see your message.
What does your sales model look like? Are your leads inbound, or outbound? We want to get an idea of what a prospective customer experiences when they discover your brand for the first time, and which of them convert. Once we have that information, it’s time to take steps to activate your campaign.
Once a campaign is live, we track its results. By staying close to customer data and communicating that information back to you, we can pinpoint what parts of the campaign are most successful. Once new customers are matched to the campaign that brought them in, identifying high-conversion customer segments informs discovery for the next one.
Omni-channel marketing doesn’t have to be intimidating. With the right team on your side, it can upgrade your marketing to the next level.
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