Driving Sales with Multichannel, Multi-touch Marketing

Posted by Megan Allinson

Multichannel, multi-touch marketing continues to be a critical communication strategy. In 2020, this is not a new concept, but we still see brands struggling to implement this approach in a connected way, especially when marketing teams and/or databases are siloed by channel. It’s still common to see a team dedicated to email, a team to direct mail, at team to digital, and so on. However, even if this is the case there are ways to still implement a multichannel, multi-touch approach.

Why is multichannel, multi-touch marketing critical?

Put yourself in the consumer’s shoes or think about your own shopping/browsing behavior. In today’s digital world we’re on multiple devices and consume information via multiple channels at various times. Think about how often you’re on email, or opening a web browser, or checking Facebook or Instagram. Simultaneously we’re living in an offline world too – checking our mail, having conversations, shopping in a store and so on. At each of these points where we’re consuming information, we’re also ripe for seeing ads and offers.

BKM Marketing | Multichannel, Multi-touch Blog Post | Multichannel image

As marketers we also need to acknowledge that most people don’t make a purchase decision based on seeing an ad once – generally speaking it takes 7-9 touches to create a sale, especially with larger B2C purchases and B2B decision making.

In our experience, we begin to see significant lifts in response when multichannel, multi-touch is implemented in 2+ channels in a highly targeted way. For example, when we added a targeted digital display buy to a direct mail campaign, along with a highly focused landing page we started to see lifts in sales from 21% - 44%. Read the full case study here to learn more about how our lawn care client increased sales with a multichannel, multi-touch approach.

View Case Study: Multichannel, Multi-touch Marketing

Are you embracing multichannel, multi-touch?

There’s a chance you’re already leveraging a multichannel, multi-touch approach. Do you mail and email customers? Do you take advantage of retargeting? These are just some examples of  multichannel, multi-touch approaches.

We'd love to hear how you're using multichannel, multi-touch. Or, for more on implementing multichannel, multi-touch best practices check out Seven Multichannel Tips or contact us today.

Topics: Direct Mail Marketing, Direct Marketing, multichannel marketing