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How To Create An Effective Multichannel Marketing Mix

Grace Christos
Multi-channel marketing involves mixing various distribution and promotional channels into a single, unified strategy in order to attract customers. This means instead of running a single marketing campaign using one channel, you can combine a variety of channels and messages at once to market your products and services.
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When marketers create a strategy that ties together campaigns from multiple media channels, it creates opportunities for more impactful messages for their customers and prospective customers as well. The efficient use of multichannel marketing has a way of clearly depicting and communicating a product or service’s value using the unique strengths of specific marketing channels. A good number of channels can be brought together and maximized to attract customers, these channels could be online and offline as well. Some of these channels include: Multi-channel marketing seeks to establish a marketer’s presence across various channels of marketing. These tips below will carefully guide you in creating an effective multichannel marketing mix.
  1. Identify your target audience or buyer persona
It is no news that your products and services cannot be for everyone across the globe, there are specific people, and these people are your target audience. If you’re not able to identify your target audience, chances are that you would flop while marketing. Multi-channel marketing requires a more in-depth view of your target audience. Hence, it is recommended that marketers gather enough information about their target audience through thorough and extensive market research. Having identified your target audience, otherwise known as buyer persona, the knowledge you have about them will guide you into outlining various channels the target customer would prefer to use, what advertisements they tend to engage with, and include relevant demographic information.  Having a clearly defined target audience is a necessity, because each information about them will serve as a guide to creating an effective multichannel marketing mix.
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  1. Choose the channels you want to target 
At this point, you have to understand that you cannot show up everywhere, this means that you have to carefully select the right channels for your products and services. It is also important to note that effective multi-channel marketing can be costly because every channel comes with a monetary investment that would enable you craft strategy, produce content, and pay for ads or sponsored placement. That’s why you need to carefully decide which channels to target, as there might be some channels that make more sense than the rest. You can start with those channels (as long as they align with your target audience) and expand to other channels as you see increased success.
  1. Find a way to integrate these channels to work together
Having decided on various channels to work with, you should be able to figure out how to combine these channels to work together in achieving your aim. It is not enough to just set up a social media profile and use Twitter, Facebook, email, a website, a blog, e.t.c.  if they don’t work in harmony to attract customers and convert business.  Your customers and even prospective customers most times move across these channels, this means that your strategy in all these channels should align together and adapt similarly.
  1. Create Consistent and personalized Messages
Your consumers are more likely to remember your brand if your messaging is consistent and personalized. However, this doesn’t give room for marketers to bombard their customers with non-changing and irrelevant messages. There should be a brand structure that remains consistent across all channels, while the messages can change depending on the media channel’s format or the audience’s attitude. In the end, your goal in this consumer-first world is to step further than just being present on multiple channels and start connecting them all together into one. Featured image source: Medium
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