3 Challenges Associated with Multichannel Marketing

Multichannel Marketing

In the 90’s it was mainly desktop computers, then there was the introduction of laptops. Today computers, smartphones, iPads, as well as many other devices, are being used to access desired information.

According to the DMA, 425 million devices are connected to the Internet in U.S. homes. The increasing popularity of tablets, smartphones and other devices means that this number is growing. Many times the particular task indicates the type of device an individual will use. While it’s easier to watch Netflix on an iPad, a user may pull out their mobile device to browse social media sites and apps when in public. Only viewing information on a desktop computer is a thing of the past, as more than 40 percent of online adults are multi-device users. While this makes the job of multichannel marketing easier, it also poses some fresh challenges:

  • “Ultra connected” prospects, while making the marketer’s job in reaching out easier, also makes the job challenging in reducing the response time. Ultra connected prospects, being online most of the time, expect instant communication. Marketers can no longer afford a delay or snag in communication and have to monitor multiple channels constantly, to respond to their prospects in a timely manner.
  • Marketers can reach out to ultra connected prospects through many different channels, including email, social media, and more. However, it is not enough to use these channels at random. Marketers need to study the prospect’s approach to multi-channel marketing, to engage them via their preferred channel, and at the preferred time. Ultra connected prospects demand personalized and relevant attention, designed around their needs and wants rather than around marketing channels.
  • The intense use of technology by the “ultra connected” prospects generates rich analytical data. Marketers can put analytics to good use, to understand the emotional affinities of their prospects and position themselves accordingly. However, for this, it is also imperative that the marketer forge a relationship with their prospects upfront. The marketer has to delve beyond the prospect’s name and particulars, and consider factors such as engagement history and preferred products when engaging with them.

Learn how Customer Lifecycle Marketing offers a solution to all these challenges, allowing marketers to reach out to their prospects across multiple channels, factoring in all possible considerations. You can gauge how connected your prospects are, as well as use the tools in your arsenal to encourage more connected prospects!