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The upsurge of new What are the different marketing channels has ascended the growth of an online business. Brands that were earlier using limited channels to engage with customers are now open to the exposure of these channels.
Various brands were using phones, emails, and tablets as the major key to engaging and communicating with customers. Today we have got access to more devices and more channels as well. Now customers seem to feel more comfortable with online shopping using multiple devices (laptops, smartphones, and tablets ).
The latest scenario gives a siren call to the marketers to be available to the users all the time. This “ONLINE ACCESSIBILITY’’ enables users to have product knowledge before they actually decide to buy it. According to an intended survey, customers are using multiple devices to access a product’s info before buying it. In such a case, it becomes harder for brands to cater to customers more effectively.
Let’s take an example: Say if a customer looks up a product online on his mobile. Also, he seeks a plethora of information about the product online. He goes to the store but eventually orders the product from the tablet. How can we ensure that the devices and mediums are communicating with each other?
To simplify the process, marketers have started adopting different marketing channels to uplift their strategies.
It implies that a marketer can use a blend of direct and indirect channels to interact with the customers i.e. websites, catalogs, emails, mobiles, etc. Also, it enables a customer to take action or buy a product using the channel of their choice. The main goal of multichannel marketing is to empower user choices.
Note: Although a marketer can target users on various devices and through various channels but there is no interaction amongst the brand channels. They are in competition with one another. So, a user has to stick to one channel only.
For example, A customer always orders online and for once, he goes to the brand store to buy the product. The salesperson won’t have access to his purchase history. Therefore, he can choose only one channel in the process.
Cross channel marketing enables a marketer to engage with customers across all channels and devices. A marketer can target users on social media, through emails or websites across all devices. The main aim is to blend the brand’s channel to provide the user with a smooth and integrated experience
For example, A customer looks for an outfit in the brand store but is not quite sure of buying it at the moment. Later he decides to buy it and orders it online. Now channels are complementary to each other.
Omni-channel marketing is somewhat similar to cross-channel marketing. But it provides one added incentive to the users and that incentive is the flexibility to use the channels simultaneously. As consumers are prone to use two channels at the same time.
For example, A customer can compare the product the price and read its reviews before buying a product at the store. Omni-channel strategies enable customers to have access to real-time information at any place. It doesn’t matter what channel they are using. Also, it empowers the user to break the gap between online and offline.
Your brand is a story unfolding across all customer touch points.
PROS
CONS
PROS
CONS
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After having an extensive discussion over the pros and cons of all the above customer engagement approaches. You can plan out which works for your business. Earlier multi-channel marketing and cross-channel marketing were enough in chalking out a successful strategy. Now as the customers have become omnipresent so does a marketer who has to grow his potentialities to match with the customer intensity.
Conclusion
Most of the top brands are using these marketing channels to increase user engagement. Also, they have seen a profound improvement in sales rates and customer engagement.
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