Why B2C Marketers Need Multichannel Marketing Automation To Stay Relevant?
Originally published on WebEngage.
Customers’ journey to buying a product is not linear- they interact with a brand on different channels (website, mobile app, etc.), look for reviews, and have queries that need to be resolved. A brand needs to garner customer attention, build a connection using stories, and drive a seamless experience to enable purchase.
Each channel lends itself to different formats of storytelling. It also enables brands to gather data about the user so that experiences can be personalized. Users coming to the brand’s online platform from different channels behave differently. But how does it actually work?
Let’s get a bit deeper into this.
Rupen wants to buy a TV and searches for “Best 55 inch LED TV” on Google. He ends up landing at an e-commerce store, browses through a few TVs, and manages to shortlist one. After a few hours, he goes through the reviews on tech and electronic product websites to research more on the brand and the model that he has narrowed down. He also chats with the brand to understand the details on warranty before going back to the e-commerce site to purchase the TV, not before he has searched for a discount coupon on a deals aggregator’s website.
Shikha, on the other hand, decides that it’s time to upgrade her TV after watching a brand’s video ad on Youtube multiple times. She also sees the brand ad on Instagram where she learns about specific features of the TV. She starts her search by keying in “55 inch TV reviews” before ending up on an e-commerce store. Over the next week, she gets two emailers and a push notification from the e-commerce site and starts seeing the TV ad more frequently on Instagram. After 8 days of thinking through it, she ends up buying the TV.
Now multiply this by a million users with each one of them having a different path to purchase. Smart marketers personalize the journey for each user. They deploy multichannel marketing as a core strategy to reach the audience through various communication channels throughout the user journey.
Multichannel marketing brings scalability in your marketing strategy, tactics, and operations. It enables you to be present across channels seamlessly. Additionally, it helps you build brand awareness, and drive conversions.
Multichannel marketing automation has become table stakes
To achieve your growth targets, you need to target every prospect, get them on the lead page, drive conversions & repeat orders, and reduce churn. It becomes impossible to deliver on all these promises without marketing automation.
You constantly need to work hard to drive sales by improving top of the funnel, increasing conversions, improving customer retention, and driving repeat orders. Driving scale efficiently requires you to seriously look at marketing automation as an integral part of the marketing strategy. Using a multichannel strategy can drive revenues up by 190%.
Don’t take my word for it. Take a look at the stats below.
A multichannel strategy needs to be backed by a marketing automation platform so that customer experience is not impacted and your marketing team’s productivity can be enhanced. To be able to stay relevant (nay, thrive) in this environment, you can look towards multichannel marketing automation to solve these 3 core areas for you:
