Today’s customers are everywhere on the web. In order to attract customers, marketers need to be present on different channels and platforms. Multi-channel marketing is therefore gaining popularity, as it is proving to be helpful in widening the reach of b2b vendors in the market and enhancing lead generation and conversions.
This blog highlights different aspects of multi-channel marketing, its various challenges, some necessary strategic elements to make it effective and its impact on lead generation and sales.
To begin with, let us take a quick look at some statistics about the current state of multi-channel marketing—
As per the research report by Ascend2, almost 67% of marketing professionals feel that multi-channel marketing strategy is somewhat successful in helping them achieve their business goals, whereas, 23% marketers feel that multi-channel marketing is very successful or outstanding compared to their competitors.
The fact about multi-channel marketing is that it is a strategic marketing activity and it needs to have some essential elements to make it really successful.
Let us see some strategic elements necessary for the success of multi-channel marketing. But before that, lets us deep dive into some of the major challenges of multi-channel marketing.
Challenges of multi-channel marketing
The market is buzzing with new ideas when it comes to b2b sales and marketing. But not all techniques succeed at all times. There are many challenges that marketers have to face when it comes to implementing activities such as multi-channel marketing.
So, what are some of the most critical challenges?
Other than the above, there are some more challenges that marketers have to face such as conflicting data, disconnected technology stack etc.
Analysis of results is important in multi-channel marketing
Strategic elements matter a lot in multi-channel marketing- the most essential being the accurate measurement of performance. The reason why many marketers aren’t getting the desired success in multi-channel marketing is because they lack in strategic positioning and implementation of this versatile marketing activity.
Therefore, if you want to implement a multi-channel marketing campaign your strategy must include the critical element of measurement of results. You simply cannot carry out this dynamic activity without knowing the response, and without the knowledge of how the current strategy is performing.
Although there are multiple challenges in implementing multi-channel marketing, things are changing in this realm. As per research conducted by Ascend2, almost 86% marketers feel that multi-channel marketing is effective and over 68% say that the change in effectiveness is moderate, while 18% report a significant change.
Although multi-channel marketing is a promising activity in the b2b industry, it needs to have a strategic foundation and marketers need to be willing to address the challenges and fix them in order to fully optimize the potential of multi-channel marketing. The types of channels and the quality of those channels also play a crucial role in increasing the effectiveness of the multi-channel marketing.
Conclusion-
Multi-channel marketing is a complex activity, but it is the need of the time, as users are all over the place on the web. If you want to attract leads and convert them into business, think of using strategic multi-channel marketing that can widen your reach and can give you the desired results.