How Multichannel Marketing Can Help to Elevate Your E-Commerce ROI

In today’s marketing world, consumers have a better grip on the buying process than marketers do. Prospects are present everywhere, and they want more. In fact, according to the fourth Annual Consumer Insights survey, over 70 percent of consumers have reportedly preferred a multi-channel marketing approach from online stores.

It is indeed ‘the more, the merrier’ scenario. With competitors constantly breathing down the neck, fighting for the top spot of the search engine result pages (SERPs) is no longer the single-most effective option for e-commerce sites. Just search with a common phrase such as ‘buy Samsung Galaxy S6’, and you’ll know what we mean. With Pay Per Click or PPC text and image adverts from leading online stores ruling the top of the roster, what chance do you have at success other than multichannel marketing?

Relying on multichannel marketing for e-commerce

There is no denying the fact that multichannel marketing poses greater challenges, especially when it comes to managing such wide range of customers. However, it also opens up newer avenues to reach consumers. If done with proper planning, this marketing strategy holds the power to elevate your e-commerce return on investment (ROI) in no time at all.

Sticking to a single marketing channel, such as search engine optimization (SEO), is not a smart move anymore. As an e-commerce marketer, your aim should be to utilize both the direct and indirect channels of customer interaction – direct mails, email newsletters, website, retail stores, mail order catalogs, and social networks – and encourage prospective clients to buy your products.

This combination of some effective traditional ways (such as direct mail and telemarketing) of advertising along with the latest Web 2.0 media channels helps to create a strong media convergence model. According to the Multichannel Maturity Mandate published by Forrester, a US-based market research company, 86 percent of marketers have agreed that this integration of numerous marketing channels aids in long-term success by making it easier to target customer interactions, orchestrate highly choreographed touch points and monitor them using high-end Customer Relationship Management (CRM) tools.

Also read: 10 M-Commerce Tips – How To Ace The Next Big Thing

How can multichannel marketing help?

Chances of things going wrong in multichannel marketing are quite slim. As it is ‘multi’ channel, there will be other platforms to rely on when one medium falters. Wondering whether this is the only benefit or not? Here are some other advantages of this marketing strategy:

1. Understanding the customer: Once you reach out to customers via different channels, you also start receiving a wide variety of feedback. These responses make it easier to figure out their exact demands from your products. You can not only figure out the best performing channel, but also determine the factors required to be improved upon.

2. Better revenue: If you are using a wide variety of channels, greater are your chances to gain more number of potential customers.  For example, if you are promoting your e-commerce store just on Facebook, you’re missing out on people who are more frequent in online classified websites. If you include these websites into your marketing mix, you’ll be able to grab more number of eyeballs. The net result — your store will generate better (read bigger) revenue.

The future of e-commerce is in multichannel marketing, and time is NOW. Therefore, buckle up and embrace the future in order to enjoy a successful online shopping campaign.

Want help in determining the best marketing strategy for e-commerce store? Contact us here.