MAL 44:21 MAL44 | Page 68

MARKETING

Steps to launch a successful multi-channel marketing campaign

By Kehinde Ruth Onasoga
Multi-channel marketing , also known as Omnichannel marketing , is the usage or deployment of an array of communication channels to launch a marketing campaign . A marketing strategy deployment that leverages more than one channel either at the same time or within a defined timeframe , is considered an Omnichannel .
Why the importance of Multi- Channel ?
Deploying a multi-channel campaign involves the use of marketing tactics across defined channels during a short period of time . This approach leverages a campaign ’ s reach and further optimizes customer engagement through multiple avenues . When done right , an omnichannel approach creates a wholesome customer experience .
Thanks to the birth of new AI technologies which have further birthed an array of platforms for marketers to choose from when creating multi-channel campaigns ; social media , SMS , programmatic advertising , email newsletters , display , search , voice and so on are all media buying options that can now be explored . Creating a strategic Omni-channel marketing should be so seamless that the consumer won ’ t recall where they first noticed the origin of the message .
A strategic approach ( framework ) to multi-channel marketing will help define and ensure its optimal performance . Defining each component as it applies to the overall objectives of the brand .
Objective Setting
Much like every other strategy development , setting your key campaign objectives upfront is critical to the overall success of the campaign . However , this is particularly important to omnichannel campaigns as all elements and channels of execution are to be properly aligned and working together to ensure the same goal is attained and coherence of strategy . We deviate a bit from this at PANDORA Agency by understanding the brand ’ s business goals within that period , only then do we proceed in creating SMART key objectives of the campaign derived from the business objectives . What percentage of revenue are we looking to derive during this period ? In relation to brand awareness , how much of an impression ? The creation of specific KPIs in line with measurement metrics is critical to the success of any marketing campaign .
“ Deploying a multichannel campaign involves the use of marketing tactics across defined channels during a short period of time . This approach leverages a campaign ’ s reach and further optimizes customer engagement through multiple avenues . When done right , an omnichannel approach creates a wholesome customer experience .”
Identification of Key Audience
Building your ideal audience before the commencement of the execution of your multi-channel campaign is vital to the overall success of the campaign . Insight from active research carried out as well as learnings from intelligence tools will give you insight into a 360˚ view of your customer segments . This can be used in the creation of a custom audience , that ’ s in the creation of your ideal personas .
The Right Channels
In selecting the right channels the audience needs to be top of mind as you want your campaign to reach them across major marketing channel touch-points , three channels are often selected . From a marketing perspective , which channel generates the most engagement , interaction and sales conversion ? Your preexisting marketing and sales data should be able to provide this information while you explore other channels in the mix , whilst equally measuring their performance . Which channels consistently report high engagement or sales or interactions ? Decisions should be made based on performance history .
With your target audience in mind , here are some best practices for the selection of marketing channels to use : Determine the most relevant channels based on the ratio of engaged users to active audiences on the platform ; Determine channels by the number of your personas ’ purchase power . Sort this out via high to low .
Selecting a channel based on merely the popularity of the channel alone will be ill-advised . Equally , apply
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