Multichannel Marketing Strategy

A Strata YouTube Channel Original

We’ve all heard the saying “know your audience” before, but what does it really mean, and how will it help you plan your next multichannel marketing campaign? In our most recent YouTube video, we dive into some tips & tricks for targeting your perfect multichannel campaign audience.

Really Know Your Audience

Before you even start your campaign, you need to nail down who your audience is and why you’re targeting them. Recent surveys show that 74% of consumers get frustrated when they receive content that has absolutely nothing to do with their interests, which is the main reason companies are quickly switching to multichannel marketing campaigns – designed to be customer-centric, provide a top-tier experience, and drive high ROI. But success still comes down to how well you know your audience, which is why it’s so important to create accurate customer personas. A persona is simply a fictional character that represents the ideals and motives of your target audience. Some common (and extremely useful) research tactics to create correct customer personas are researching buying habits, consumer preferences, search behaviors, and communication methods. Don’t limit yourself to just one persona if it’s useful to create more! You can utilize several different personas depending on how diverse your target market is. It’s important to think beyond your “classic customer,” and diversify your buyer profiles.

The Buyer Journey

Outlining and creating a framework for your buyer’s journey will dramatically affect your sales. Some key questions to ask yourself to understand their journey are:

  • “What purchases are being made?”
  • “Where are the purchases coming from?”
  • “How are they making purchases?”

These questions will help you build a premium customer experience from campaign start to finish. The more data you’re able to acquire on their buying habits/decisions, the better you’ll be at mapping out their customer journey. After narrowing down your audience, you can better source all imagery, content, and workflows they’ll come across throughout the campaign.

Want to learn more about perfecting your multichannel marketing audience? Click on the video below to hear more on this topic from our Marketing and Social Media Coordinator, Bridget. Or, if you’d like to discuss this concept with one of our multichannel experts, contact us today to get your next (or maybe your first) multichannel campaign started.

A Strata YouTube Channel Original

When building a multichannel marketing campaign, one of the first steps is to build a cost structure to set the direction of the project. If you don’t plan ahead, costs can add up quickly, so to help you out, our most recent YouTube video goes over the different costs behind a successful multichannel marketing campaign and how to make your next campaign both cost effective and impactful. Let’s go ahead and take a look at the first cost of a multichannel campaign.

Platform Cost (Managed Service Cost) 

Picking a strong technology platform is a make-or-break decision that will determine how successful your multichannel campaign will be. Effective and coordinated multichannel marketing is only made possible through technology, so it’s essential you have access to it. A recent survey revealed that 52% of marketers utilize 3 to 4 marketing channels in one campaign, so the correct platform that can properly track and execute a campaign on many channels is imperative. If this is your first rodeo, pick a vendor to coordinate and manage these campaigns. Doing so will essentially convert the majority of the upfront costs to variable execution costs and will make the campaign easier to manage. Make sure the platform you choose properly aligns with your business strategy, as only 16% of marketers claim they have this alignment. Generally, your company should budget between $20k and $40k for a solid, multichannel-capable platform that will get the job done.

Want to learn about the two other costs associated with multichannel marketing campaigns? Click on the video below to hear from our Research & Development Director, Harrison. Or, if you’d like to discuss this concept with one of our multichannel experts, contact us today to get your next (or maybe your first) multichannel campaign up and running.