Channel Marketing: Different Strategies to Target the Customer!

Use of different channels in marketing of brand name, products and services has proven highly fruitful for organizations. Organizations that used multi marketing strategies increased their dedicated customer base faster than those who relied on a single brand. Multi channel marketing in fact is a race to get on top of the customer's mind so whenever the customer wants to buy a product he would automatically choose the product that topped in his mind.

Most successful businesses have not just chosen multi-channel marketing but they have gone a step farther, by personalizing their marketing campaigns providing special treatment to their dedicated customers who became more dedicated to them after these marketing strategies were used.

How the customer can be reached through different channels:

Media Mix: This is the original multi channel marketing strategy. This constituted the original race of making it as a top brand in customer's mind. Media mix constituted of different media like the print media i.e. the newspaper advertisements, flyers, etc. The other part of media is the television and radio media, the third one happens to be display of banner and the fourth way of building channels is getting into the customer's inbox by sending personalized emails.

1. Print Media: There are two different campaigns that can be run through the print media; firstly it is the impersonal advertisements that are aimed at targeting one and all. This marketing channel is generally introductory; this is aimed at providing information regarding the brand or the product. Another method of using print media marketing is by sending personalized mails to those who would be interested in the products.
2. Online Marketing: The same products that are being marketed through media mix can be marketed online. Placing banners on websites, asking visitors to sign up for newsletters, subscribing for promotional campaigns, are some of the ways you can reach the customer. When anyone signs for receiving newsletters or promotional emails, chances that this person will become you customer automatically increase.
3. Telemarketing: This marketing strategy further personalizes a marketing campaign, placing a call about the product and related benefits will always help increase customer base substantially.
4. Servicing and Repairs: Nothing strengthens a buyer-seller relationship more than servicing and repairs that the company offers on sale of a product. Providing the customer with adequate after sales service will assure the customer about quality and strengthen trust in your organization.

Proper use of multi channel marketing can yield positive outcome which is evident from the Double Click's 2002 shopping survey according to which multi-channel shoppers spent 39 percent more than what they usually spent as compared to single-channel buyers, further research revealed that more than half of the multi-channel buyers received promotional codes and e-mail newsletters while shopping online.

An effective integrated multi channel marketing strategy requires some basic essentials in order to achieve the sales target, which is:

Customer's Preference: An effective channel concerns about customer's taste and attitude, therefore it is in the interest of the company to build regular customer profiles so as to get to know their preferred means for making purchase decisions, spending habits and to know about the means which the customers prefer in order to interact with the company.

Be consistent while conducting campaigns: Consistency matters when you have to rely on the marketing channels, so it is best to keep your campaign in pace. For example for a cosmetics online store, if the company is conducting electronic advertising, it should follow the same pace and design which the newsletter initially had.

Repetition: A multi channel campaign must be repeatedly announced not with the same content or offers but with other follow ups and new updates, which must not seem boring to the potential consumer.

Differentiated emails: Avoid using obsolete multi channel content for it would ultimately result getting into trash or junk email folders or the company might get lost in the crowd.

Measuring customer's response: The best time to measure customer's response is just after every closed campaign or sale; this helps the company to upgrade other channel strategies it might be planning for future. It also helps the company to get an insight about the channels and mediums of advertising, it might find fruitful in establishing the brand name.

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