Multichannel marketing is complex, but increasingly important
Multichannel marketing, by design, typically involves engaging with customers across many different platforms, from traditional media to digital channels like social media, email, and search engines. The core objective here is to create a unified experience for the customer, regardless of the channel they use to interact with a brand.
Executing an effective multichannel strategy, however, is far from straightforward. With consumer attention increasingly fragmented across a plethora of platforms, choosing the right channels to invest in becomes a complex task.
Consumers today don’t interact only with one or two platforms—they hop between social media, streaming services, email, and even physical stores, expecting a consistent brand experience across all touchpoints—demanding a clear understanding of each channel and a sophisticated approach to integrating these channels into a cohesive strategy.
According to a recent study by Ascend2, 53% of marketers identify the creation of an effective multichannel strategy as a core challenge.
This highlights the difficulties marketers face in selecting the appropriate channels and in making sure these channels work together harmoniously to drive the desired business outcomes.
Challenges faced here are compounded by the need to continuously adapt to changing consumer behaviors and preferences, making multichannel marketing a dynamic and ongoing process rather than a set-it-and-forget-it type of strategy.
Why multichannel marketing is a powerful tool for campaign success
Businesses must engage customers across multiple channels if they’re to meet them where they are, increasing the likelihood of capturing their attention and driving conversions.
Omnipresence is key, as consumers aren’t limited to one platform or device; they interact with brands across many different touchpoints, from their smartphones to in-store visits. As such, a multichannel approach lets businesses maintain visibility and relevance throughout the customer journey.
Despite its complexities, multichannel marketing has proven to be quite effective. Ascend2’s research indicates that only 5% of marketing professionals report that multichannel marketing hasn’t contributed to achieving their strategic goals.
On the other hand, 30% report major success, an increase from the 17% who reported similar outcomes the previous year. Adding to this, 65% say their multichannel efforts have been somewhat successful, reiterating its effectiveness when executed properly.
Consistent experiences across touchpoints is what ultimately leads to higher conversion rates and stronger customer relationships.
The key to this success lies in the ability to create a unified customer experience across all channels. When done right, multichannel marketing drives engagement and boosts brand loyalty, as customers come to expect a smooth interaction with the brand, regardless of the platform they use.
How AI is expected to impact multichannel marketing
AI is rapidly becoming a major force in marketing, and its influence on multichannel strategies is both promising and uncertain. AI has the potential to streamline and optimize multichannel marketing by automating tasks, analyzing vast datasets, and personalizing customer interactions at scale.
On one hand, AI can simplify the complexity of managing multiple channels by offering tools that can handle everything from customer segmentation to predictive analytics, making it easier for marketers to deliver the right message to the right audience at the right time.
On the other hand, implementing AI can add another layer of complexity, particularly for businesses that lack the expertise or resources to fully leverage AI technologies.
The full impact of AI on multichannel marketing remains uncertain, as the technology is still evolving and its applications in marketing are continuously expanding.
While some marketers may find that AI greatly improves their ability to execute a multichannel strategy, others may struggle with the technological and ethical challenges that come with AI adoption.
What is clear, though, is that AI has the potential to fundamentally change how marketers approach multichannel strategies, making it an area that marketing leaders must watch keenly as the technology continues to develop.
What the Ascend2 report says about multichannel marketing
The Ascend2 report gives us valuable insights into the current state of multichannel marketing, drawing from a survey of 365 U.S. marketing professionals conducted during the week of May 12. This report is part of Ascend2’s ongoing research into multichannel marketing, with aims to detail the challenges, successes, and trends shaping the industry today.
Ascend2’s research shows that while multichannel marketing is widely recognized as essential, it’s riddled with challenges, particularly in strategy development, data quality, and resource allocation.
The survey results offer a snapshot view of how marketing professionals are managing these challenges and provide actionable insights for businesses looking to refine their multichannel strategies.
Measuring success in multichannel marketing initiatives
Success in multichannel marketing is measured by the reach or engagement of individual channels—but more importantly—by the overall effectiveness of the integrated strategy in achieving business objectives.
How effective is your multichannel marketing strategy?
The effectiveness of multichannel marketing strategies varies, but the overall trend is positive. According to Ascend2, only 5% of marketing professionals report that their multichannel efforts have not contributed to achieving strategic goals.
By contrast, 30% report major success, a large improvement from the 17% who reported similar success in the previous year—suggesting that more marketers are learning to address the complexities of multichannel strategies and are seeing better results as a consequence.
65% of marketers report that their multichannel marketing efforts have been somewhat successful, indicating that while there is room for improvement, the approach is generally effective.
Data quality is key for in multichannel success
The survey shows that 52% of marketers identify data quality as the top indicator of campaign performance—pointing to a broader trend in the industry—where accurate, up-to-date, and comprehensive data is seen as key for making informed marketing decisions.
In the words of Lebo, a big voice in the field, “Data quality is the most essential attribute of a successful multichannel marketing strategy. It might not be glamorous or exciting, but improving the quality of your data is essential for the success of your multichannel strategy.”
Lebo’s sentiment captures the pragmatic reality that while data management may not always grab headlines, it’s key in determining the success of marketing efforts.
Without high-quality data, marketers risk making decisions based on incomplete or inaccurate information, which can lead to ineffective targeting, poor customer experiences, and ultimately, lost revenue.
Businesses must therefore prioritize data quality to be better positioned to execute successful multichannel strategies that drive real business results.
Why accurate performance measurement is a must for marketers
According to Ascend2, 50% of marketing professionals highlight this as a top success attribute. Measuring performance accurately across channels helps marketers understand what is working and what isn’t, letting them adjust their strategies in real-time.
In a multichannel environment, performance measurement is particularly challenging due to the need to track and analyze data from multiple sources.
With the right tools and methodologies, marketers can build a comprehensive view of their campaigns’ effectiveness, identify trends, and optimize their efforts to achieve better results.
Accurate measurement should be about understanding the full customer journey and how different channels contribute to the final outcome—and not simple tracking clicks and conversions.
Driving success with marketing automation
Ascend2’s report indicates that 37% of marketing professionals view marketing automation as a key component of their success.
Automation tools can handle a wide range of tasks, from sending targeted emails based on customer behavior to managing social media campaigns and analyzing data. Marketers can then focus on strategy and creativity, rather than getting bogged down in repetitive tasks.
Marketing automation also enables more precise targeting and personalization, which are key in a multichannel context where customers expect relevant, timely content across all touchpoints.
As automation technologies continue to advance, they’ll likely become even more integral to the success of multichannel marketing efforts, helping businesses deliver more consistent and impactful customer experiences.
Final thoughts
As you plan for the complexities of multichannel marketing, ask yourself: Are you truly leveraging data quality, AI, and automation to create impactful, personalized customer experiences across all touchpoints?
The success of your brand hinges on reaching your audience and connecting with them in meaningful, and memorable ways. How will you evolve your strategy to meet this challenge head-on?
