Even with limited budgets, the opportunities to maximize leads, conversion and ROI warrants moving from single to multichannel digital marketing.
The contrast between multichannel and single channel marketing strategies finds its basis in the dramatic shifts in consumer lifestyles, media consumption habits and how data is accessed over the past two decades.
Multichannel marketing strategies allow you to access and influence consumers at every touchpoint of their lifestyles...by targeting, communicating and understanding their preferences. It recognizes, leverages and optimizes the interconnectedness of an individual’s lifestyle and purchasing preferences—from search through mobile through social.
Social media marketing is the fulcrum by which consideration and purchase can be won or lost based on ratings and feedback. Social connectedness is the hallmark of the modern consumer—not to mention the fastest growing medium.
Single channel marketing, on the other hand, functions in an all too naïve vacuum. It ignores the fundamental interconnectedness of consumers’ purchase paths and the various media required to reach them at every stage of the purchase funnel.
Regardless of which single channel is chosen, the trade-offs are too much of a price to pay. With single channel, it’s harder for consumers to “find” your product and for you to target them with surgical precision and messaging that resonates. You also lose the ability to gather and apply information about their preferences and behavior—and the opportunity to influence them at their highest point of predisposition.
Colloquially speaking, it now takes a village to influence a purchase decision because no man (consumer) is an island.