Multichannel Marketing: What Mobile Marketers Beginners Need to Know

Multichannel marketing is becoming more popular as more marketers use a variety of channels to acquire new customers. The multichannel marketing industry is expected to grow at a CAGR of 22.3% to US$28.6 billion by 2030. App marketers and developers who want to expand their app's user base should consider multichannel marketing. Learn about this strategy, how to create multichannel marketing campaigns, and get real-world examples to inspire you.

Multichannel marketing, as the name implies, is a marketing strategy that uses multiple promotional and distribution channels to acquire customers. By utilizing multiple channels, a company increases the likelihood of conversion because customers can (and are more likely to) convert in their preferred channel.

The channels include:

• Email
• Website
• Mobile advertisements (wink, wink, mobile marketing)
• Brick-and-mortar shops
• Direct mail
• Social media
• Search engine optimization
• Influencer marketing
• Connected TV (CTV)

The advantages and disadvantages of multichannel marketing

Benefits of multichannel marketing

• Greater reach

Multichannel marketing is an excellent strategy if your app has a large target audience. Uber, for example, is used by the elderly to get to doctor appointments, by young Gen Zers returning home from parties, and by everyone in between. Uber's TV advertisement will target an older demographic, whereas its TikTok advertisement will target a younger audience.

• Increased engagement

Promoting your app through multiple channels, rather than just one, increases exposure to your app and, as a result, increases the likelihood of conversion.

• Builds brand awareness and customer trust

In terms of engagement, the more times a consumer sees your ad with the same message on different channels, the more familiar they will be with your brand. These additional touchpoints help to increase consumer trust.

Challenges of multichannel marketing

• Requires more resources

Unsurprisingly, as marketers incorporate more channels into their strategy, they will require more resources in terms of time, money, and effort to determine the best approach for each channel.

• Attribution can be murky

When a brand has multiple messages across multiple channels, it can be difficult to determine which message prompted a user's action. With the right measurement tools, accurate attribution is possible.

• Targeting requires precision

Multichannel marketing is not a "catch-all" marketing strategy; it requires precise targeting— the more detailed, the better. When crafting messages for each target audience you pursue, consider factors such as user demographics, purchasing history, in-app behavior, and more.

The distinction between multichannel and omnichannel marketing

While multichannel and omnichannel marketing use multiple channels to reach customers, their strategies are different. The former revolves around the product or service offered, whereas the latter revolves around the customer. A multichannel strategy's channels operate independently and provide messaging tailored to that channel. For example, an ad seen on YouTube will be different from one seen on Facebook.

In contrast, in an omnichannel strategy, all marketing channels are integrated with one another so that when customers move between different touchpoints on the customer journey, they see the same message across channels. In an omnichannel approach, for example, a user abandons an item in an online shopping cart and later receives an email or text message with a discount to entice the user to complete the purchase.

3 keys to multichannel marketing success

1. An in-depth knowledge of the target market.
2. Attribution data that is correct.
3. A comprehensive view of all marketing data.

Marketers cannot effectively use this approach unless the preceding conditions are met.

How to create multichannel marketing campaigns?

Audience segmentation

Divide your audience into segments after conducting research and creating user personas. Here are some common segments:

• Number of days spent in-app
• Demographic information
• User preference
• In-app behavior
• Triggering of specific action

To help automate this process, most marketers find it useful to add a segmentation tool to their marketing stack.

Consistent marketing messaging

Because this isn't omnichannel marketing with integrated channels, make sure your messaging and branding are consistent across all channels. You can't predict whether a user will first see a message while streaming on a connected TV device, while in-app, or in an email marketing message. To avoid undermining trust in your brand, project the same vibe in all of your ads, regardless of channel.

A/B test

Conduct an A/B test to see which message resonates the most with your current and potential users. There are always aspects of an ad that can be optimized to best engage your target audience, from the message and CTA to the brand element. 

Collaboration with a measurement platform

Running campaigns across multiple channels necessitates precise attribution data and a centralized location to track performance. We recommend collaborating with an MMP to collect, organize, and attribute campaign performance for your brand. In addition to ensuring that your data is clean, MMPs frequently provide automation solutions for your bids and budget optimization, which can significantly reduce the time spent managing them.