April 20, 2024

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Tackling Your Multi-Channel Marketing Strategy

multi channel marketing

Any company can successfully navigate the multi-channel marketing landscape with the right tools and knowledge. By using data and insights, companies can uncover hidden roads to success and achieve their goals. 

Tracking a multi-channel campaign is not simply a matter of checking off items on a list. It involves navigating the complexities of the digital landscape. Companies can transform their marketing efforts into a thriving ecosystem of customer engagement and brand success by having clear goals, using the right tools, and deriving actionable insights from data.

Goals and KPIs

Before embarking on the tracking journey, companies should define their destination. This means defining the goals that the company wants to achieve with its marketing campaigns. It can be things like generating more brand awareness, conversions, engagement, and more. 

To effectively manage data, align KPIs with the chosen goal. For brand awareness, track reach, impressions, and social media buzz. Increase website traffic? Focus on click-through rate. Lead generation? Monitor form submissions and email opt-ins. For conversions, measure conversion rates, customer acquisition costs, and sales.

Tools and techniques

Companies can use tools to analyze data related to their goals and key performance indicators (KPIs). Two popular platforms for website analytics are Google Analytics and Adobe Analytics. 

These platforms track user behavior, conversion funnels, page views, bounce rate, and traffic sources, providing insights on which channels are driving customer interest. Social media platforms also offer built-in analytics tools to measure reach, engagement, follower growth, and campaign performance, enabling companies to optimize content for each platform. 

Email marketing tools like Mailchimp and Constant Contact track metrics like email opens, clicks, unsubscribes, and conversion rates, helping companies refine email campaigns and personalize messages for maximum engagement. HubSpot and Marketo are for automating tasks and tracking campaign performance across various touchpoints. 

These tools give a bird’s-eye view of the multi-channel marketing landscape, identifying areas for improvement and hidden areas of opportunity.

Actionable data

Data alone while valuable isn’t very unusable. To craft data into actionable tasks companies need to use attribution models like last-click, first-click, and multi-touch allocation to understand the true contribution of each channel to the overall conversion numbers. 

With customer journey mapping companies get to visualize the path that the customers take, from the initial point of brand awareness all the way to the final conversions. This helps to identify touchpoints where the company’s message resonates and areas where the consumers are left lost in the wilderness. 

Tools like Qualtrics and Visuly can help in charting the customer journey across every channel. Lastly, companies can segment the audience with cohort analysis to group them based on demographics, interests, or behavior, and track their performance across channels. 

Read more from Ronn Torossian:

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