When multichannel marketing goes wrong – and what you can do to fix it

On April 11, 2017

Multichannel marketing has become a staple campaign technique, and businesses who ignore the concept are missing out on the opportunity to reach and convert the widest possible audience. But even if you're already taking a multichannel approach to your B2C marketing, you may still be missing out on its full potential because of some simple mistakes. Here's what they are, and how you can fix them.

1: Not tracking your results 

If you don't know how well your marketing is working, you won't be aware when it isn't. Keep an eye on which channels and campaigns are effective, and which are failing to draw in customers, so you can adjust your approach as you go. This means you can stop wasting time and resources on things that aren't paying off sooner. There are various data tracking and analysis tools available, and exactly how you do it will come down to what suits you best. 

Keeping track of your conversions lets you know which channels are working for you and which aren't.
Keeping track of your conversions lets you know which channels are working for you and which aren't.

2. Not using your channels to promote each other

Your marketing channels aren't separate, isolated islands that can't crossover or interact. Your audience are comfortable moving fluidly between platforms, and you should be too. Entrepreneur.com says that users like to be in control of how they interact with brands, so make sure you clearly present them with all their options.

Your audience are comfortable moving fluidly between platforms, and you should be too.

At the most basic level, your direct marketing should have your website address on it. But your website should also link to your Twitter account, and your email newsletter should promote your downloadable app. You can use the insights from all that data you're collecting to work out which demographics are more likely to be open to which channels.

3. Not tailoring your approach to each channel

Speaking of demographics, this brings us to our next mistake: treating all your channels, and their audiences, as if they're the same. Digital marketing news resource DMN says people behave quite differently on a mobile device than they do when they're on a desktop computer, or reading printed material. Each media channel has different properties, and a different demographic who respond best to it. Copying and pasting the same promotional material onto each of your channels misses the opportunity to make the most of that delivery system's unique strengths – and its particular share of your target audience.

With the Prospect Shop's extensive range of direct marketing lists, you can take advantage of a range of avenues, appealing to potential customers from all angles. Get in touch today to find out how we can help you make your multichannel marketing a success. 

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