E-commerce businesses cannot stay on one platform if they want to get ahead of the competition. This is where e-commerce multichannel marketing comes in
Channel loyalty doesn’t exist; buyers check different channels before they make a purchase.
Even with promos, they still compare offerings. Take Amazon prime day for example. Some 76% of shoppers plan to visit other channels before making a purchase. Around 46% of them compare prices at Walmart, 40% use Target, 39% try brand websites.
E-commerce businesses cannot stay on one platform if they want to get ahead of the competition. This is where e-commerce multichannel marketing comes in. Multichannel marketing involves promoting and selling on every channel that your customers can interact with you on.
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What are the essential parts of a multichannel marketing plan template?
Multichannel marketing is the process of utilizing online and offline marketing communications channels to target and engage with your customers.
As outlined in our Quick Win – Create a Multi-Channel Marketing Plan, the purpose of a multichannel marketing plan is to define a strategy and plan the resources needed to achieve business sales targets. The timeframe is typically annual but potentially longer-term, such as 18 months to three years.
Examples of communications channels could include, for example:
The goal is to deliver leads and sales targets for defined products and services, which can apply to an organization as a whole, or a single market if there are multiple markets and product or service categories.
An effective multichannel marketing plan outlines the marketing communications techniques and channels required in order to…
Chart of the Day: Which objectives should be in your digital marketing plans?
"Rowing harder doesn’t help if the boat is headed in the wrong direction.”
So said, Kenichi Ohmae, who shared the Japanese approach to business planning with its idea of “long-term planning horizons”. It's useful to be clear on the difference between vision vs goals vs objectives vs KPIs as the measurement pyramid relating them shows.
With long-term digital marketing initiatives and transformation projects, the same is true, so it's essential that your digital marketing strategy features clear, SMART marketing objectives so that you have targets you can review performance against. Broader goals and vision can be useful too, to evangelize the benefits of digital marketing to the team.
A recent report from Adestra highlights the importance of choosing the right objectives to include within a digital marketing plan structure.
Should you be using omnichannel marketing to boost customer experience?
It has now become vital for brands to inject their unique voice in every communications channel that they make use of, be consistent with pricing policies and promotional offers to avoid any confusions for potential buyers. More and more brands are wanting to move towards an omnichannel experience, integrating the offline with the online.
As Christina Dam, Product Marketing Lead of Square suggests, “A great omnichannel experience feels familiar to the customer, regardless of the channel.” Hubspot defines the omnichannel experience as, “the ability to deliver a seamless and consistent experience across channels, while factoring in the different devices that consumers are using to interact with your business.”
A 2017 ecommerce survey of 1,164 U.S. small and medium retail business owners, conducted by Square and Mercury Analytics, found that:
56% have a physical store
21% have a pop-up store, or pop-up at events
Sajjad Bhojani, Head of Multi Channel Marketing and Developments outlines the Dunelm process for digital strategy creation
Our recent research on managing online channels shows that many businesses still don't have a digital strategy, although a good proportion now do. Our templates and guides give ideas on how to structure digital plans, but there is also the question of what is the best process for developing online and multichannel plans and reviewing performance against targets. To help answer this question I spoke to Sajjad Bhojani,
when he was Head of Multi Channel Marketing and Development at Dunelm and asked to explains their process for strategy creation and ongoing management of online channels. (This case study was originally in 2014, but we're sharing again to fit in with our multichannel marketing theme, since there are some interesting learnings).
Dunelm is the UK’s largest…
Chart of the Day: Is a 360 degree customer view a myth or a reality?
I have been involved in marketing since the mid 1990s and I was brought up by Martha Peppers and Don Rogers, authors of 1:1 marketing encouraging businesses to develop a single customer view. The nirvana of a single customer view for large organisations is that all employees from marketing and sales through to customer service can easily harness profile information about a customer and all their marketing communications interactions with a company plus their sales and service transactions.
Since that time we have had an explosion of channels, martech and data which has made the theory difficult to put into practice. So I found this insight from Blue Venn on marketers perception of the SCV interesting:
On the positive side it's good and actually surprising that the percentage of marketers who think a…
Research reveals marketers approaches to multichannel marketing
In partnership with Digital Doughnut, EPiServer surveyed over 200+ marketers to find out how they are tackling multichannel marketing. The resulting report presents an overview of single-channel, multichannel and omnichannel strategies, as well as insights about how well marketers feel they are able to implement these strategies.
Below you will find some key findings from the report, as well as examples of companies who are successfully providing a more seamless experience for users.
Over the last five years, the way that brands are communicating with their customers has fundamentally changed. Instead of adopting a single-channel, or even multichannel approach, businesses must now offer a truly seamless experience across all devices. Rather than tailoring their approach to multiple individual touch-points, the latest digital marketers are breaking down these out-dated silos and are providing customers with a single coherent view of their brand - delivering the right message,…
Why integrated multichannel marketing is essential to your business's success
Without getting too Aristotelian, with marketing, the whole is most certainly more than the sum of its parts - when it's done right that is. That's the essential essence of integrated marketing - that by coordinating messages across channels the results from increasing brand awareness, familiarity, favourability and purchase intent are far higher than when taking a less integrated approach which fails to coordinate.
With the introduction of a whole host of new digital marketing channels over the past decade, such as Instagram, Snapchat and Pinterest as well as existing digital platforms like Google, Facebook and Twitter, the integration of marketing channel has never been more difficult or more important.
In this article, I will review what integrated multichannel marketing means today and look at examples of good and less good practice. To learn out to create a multichannel marketing channel see our…
...and why do you need one?
Knowing where to start, how to structure a plan, is often the most difficult part of planning, especially if you aren’t experienced in creating plans. You may already have a plan or several plans in place, and will be thinking you don't need a multichannel marketing plan.
Depending on the type and scale of business you may have all kinds of different plans, both business wide and for individual channels where different people are responsible for each. For example:
The business plan
Digital Marketing plan (may or may not be integrated into the marketing plan)
Customer acquisition plan
Email marketing plan
A retention plan
A social media marketing plan
Conversion optimisation plan
That’s a lot of plans and a lot of complexity. All these plans can overlap and even pull in different directions. That's why we advise bringing all the individual channel plans into one multichannel…