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What is multi-channel marketing?

Multi-channel marketing refers to engaging your customers wherever they are across the digital landscape with rich and relevant messaging experiences. These messages are delivered across channels like mobile push, email, in-app messages, and more. Multi-channel marketing is proven to help bolster ROI, increase retention, and deepen customer engagement for brands across industries.  

Why does it work so well?

According to Accenture, over $1 trillion is lost to competitors because brand messaging is not relevant in the moment. That’s because the rise of new technologies and nuanced approaches to communication—particularly mobile and social media—has added an incredible amount of complexity to the customer journey. Your customers are connected across channels, all the time. From discovery to purchase and back again, they’re engaging with content across mobile, web, television, and other platforms. A strong multi-channel marketing strategy will help you deliver quality brand experiences exactly when and where it matters most.

What value does multi-channel marketing bring to customers?

Multi-channel Marketing Value

Multi-channel marketing can help your brand foster deep, long-lasting customer relationships. That’s because each screen becomes a window of opportunity to further impress, inform, and/or incentivize them. And if you ask the experts at Accenture, it’s exactly what they’ve have been asking for:

  • 84% of customers report that brand communications being sent to them are irrelevant
  • 60% of customers report that they switch brands because they no longer meet customer needs
  • 44% of consumers say they are frustrated when companies fail to use their personal information to make interactions more relevant

Remember, customers don’t see channels—they see brand experiences. That’s why a few well-timed push messages, smartly-placed in-app messages, and hyper-personalized emails could be exactly what’s needed to transform a one-time customer into a loyal fan of your brand. But every customer is different, and you’ve got tailor each messaging experience to fit their individual needs.

What channels should I use in my multi-channel marketing efforts?

Behavioral data gathering, microtargeting, rich messaging, A/B testing and analytics are all possible on across mobile, web and other platforms. Here’s our advice on how to use each channel to your advantage:

Mobile

Over 50% of 18-34 year olds (aka millennials!) see the mobile as their most important screen.

  • Create push notifications for simple, high urgency messaging. Time sensitive information like promo codes, news, or transactional updates are perfect for this channel. Add images, GIFs, videos and action buttons to enrich each experience.
  • Send an in-app message to create rich, low urgency brand moments. This is a great way to communicate with customers who are currently using your app. They can support images, GIFs, and more detailed text, allowing them to convey more complex messages and richer visual experiences.
  • Use mobile-friendly emails to send rich, high urgency messaging like onboarding, promotional, or transactional content.

Web

Researchers at Forrester estimate web-in uenced retail sales to grow to $1.6 trillion by 2020.

  • Send a web push notification for simple, high urgency messaging. Similar to mobile push, this is great for communicating time sensitive information like promotional codes, news, or transactional updates.
  • Craft emails that communicate rich, high urgency messaging like onboarding, promotional, or transactional content.

Over-the-Top (OTT) streaming apps

There is value emerging for messaging across smart TVs and set-top box platforms like Apple (tvOS), Google (Android), Amazon (Fire), Roku, Samsung (Tizen), and LG (WebOS).

  • Create in-app messages to deliver rich, low urgency brand moments to your media viewers. They can support images, GIFs, and more detailed text, allowing them to convey more complex messages and richer visual experiences.

Keep in mind that these channels are only as effective as the data that supports them. A truly effective multi-channel marketing campaign is based on the unique interests, behaviors, and locations of every customer. With that first-party and third-party data in your arsenal, you can segment, personalize, and optimize every campaign for smarter engagement. A data-based approach to multi-channel marketing will help you diversify your outreach and personalize promotions to fit wherever a customer is in their journey with your brand.

What are some data-driven tactics for optimizing my multi-channel marketing campaigns?

Swrve offers a unified, multi-channel marketing workflow that’s designed to boost engagement with relevant customer data. Here’s how it’s done:

Segmentation

Break away from a one-size-fits-all approach. Simply group users by shared characteristics to create customer segments for more relevant messaging. Segment groups can be based on anything, but possible groups include gender, location, language, age, a bought item, used promo coupon, lapsed user, and more. With Swrve, you can set criteria to define dynamic audiences that build and rebuild themselves in milliseconds.

Contextual Personalization and Geolocation

Go beyond “Hi {NAME}”. Use customer attributes, events, location, and more to create engaging experiences that are relevant and unique to their needs. With Swrve, you can localize global campaigns across 34 languages, automate triggered delivery, and use data-based microtargeting to increase conversions at every turn.

Personalization Caveat: This only works if you can avoid being creepy. Fortunately, platforms like Swrve are designed to ensure that your efforts appear thoughtful and sincere.

Experimentation and Optimization

Act on new insights and discoveries. Swrve helps you continuously boost ROI by AB testing, iterating, and optimizing content. Test as many as 10 variants at a time to reveal different aspects of performance, such as the number of users who engage, the behaviors that followed, variant-inspired revenue, and more.

What are a few multi-channel marketing rules to live by?

  1. It’s important to start off strong. Pull new customers in with a great onboarding strategy. They’re much more likely to keep engaging after receiving a great first impression of your brand.
  2. Treat customers how you want to be treated. Be careful not to spam customers with too much messaging on one or two channels. That can hurt your chances of retention.
  3. Encourage loyalty with targeted customer campaigns. Your customers will appreciate thoughtful messaging that helps them in moments of need and/or highlights content they’re actually interested in.
  4. Keep the flow of engagement strong and steady. Don’t leave your customers wondering when they’ll hear from you again. Become part of their daily routines with a steady flow of smart engagement delivered in the right place, at the right time.
  5. Revive interest with targeted engagement. Have some of your users lapsed? Bring them back with a strong payload targeting strategy, Swrve’s tactic for adding game-changing relevance to messaging using a real-time flow of fresh first and third party customer event data.

Where can I learn more about multi-channel marketing?

Keep this page bookmarked for future reference, and then subscribe to Swrve Interactions, our  marketing automation and customer engagement blog. If you’re interested in best practices and how-to articles, explore Swrve Blueprints. Each of these resources are great places to begin your journey into the world of multi-channel marketing.

If you want to see how Swrve can manage both push notifications and other customer interactions on multiple channels, arrange a demo today
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