Multichannel marketing includes email, mobile push notifications, social media, websites, and more.
This article states that brands should integrate multichannel and cross-channel marketing strategies to create a cohesive customer experience across channels. This allows brands to account for customer journeys, create a seamless experience and drive conversions.
With potential consumers perceiving all channels as a single brand experience, brands must employ an omnichannel marketing strategy to share information and experiences across channels. Synchronising and collecting contextual data can help segment audiences and meet customer expectations across platforms and create personalised experiences.
Brands can leverage owned channels like email, mobile push notifications to build consumer relationships early on and guide consumers between channels. Marketers should ensure their story arc is aligned across channels and touchpoints and create unique messaging to provide a tailored consumer experience.
[9 minute read]