The Beginner's Guide to Multichannel Marketing: Boosting Your Mobile Marketing Strategy

In today's digital landscape, multichannel marketing has gained popularity among marketers who are looking to acquire new customers. The multichannel marketing industry is expected to grow at an impressive rate, with a projected CAGR of 22.3% reaching US$28.6 billion by 2030. For app marketers and developers aiming to expand their user base, implementing a multichannel marketing strategy is crucial. In this blog, we will explore the concept of multichannel marketing, learn how to create effective multichannel marketing campaigns, and provide real-world examples for inspiration.

Multichannel marketing is a strategy that utilizes various promotional and distribution channels to acquire customers. By leveraging multiple channels, companies increase the likelihood of conversions, as customers have the flexibility to choose their preferred channel for engagement and conversion.

Some common channels used in multichannel marketing include:

• Email
• Website
• Mobile advertisements (e.g., 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 proves to be an excellent strategy when targeting a large audience for your mobile app. Take Uber as an example; it caters to a diverse range of users, including the elderly requiring transportation to medical appointments and young Gen Zers returning home from parties. Uber effectively utilizes TV advertisements to reach the older demographic and TikTok advertisements to target the younger audience.

• Increased Engagement

By promoting your app through multiple channels, you increase exposure and engagement, subsequently enhancing the chances of conversions.

• Builds Brand Awareness and Customer Trust

Continuously exposing consumers to consistent messaging across different channels helps establish strong brand awareness. Each additional touchpoint further strengthens the trust customers have in your brand.

Challenges of Multichannel Marketing

• Requires More Resources

As expected, incorporating multiple channels into your marketing strategy demands additional resources in terms of time, money, and effort to determine the best approach for each channel.

• Attribution Can Be Murky

With multiple messages across various channels, attributing a user's action to a specific message can be challenging. Accurate attribution requires the use of suitable measurement tools.

• Targeting Requires Precision

Multichannel marketing is not a one-size-fits-all strategy; it necessitates precise targeting. Craft messages tailored to each target audience by considering factors such as user demographics, purchasing history, and in-app behavior.

The Distinction Between Multichannel and Omnichannel Marketing

While multichannel and omnichannel marketing both utilize multiple channels to reach customers, their strategies differ. Multichannel marketing revolves around the product or service offered, whereas omnichannel marketing revolves around the customer. In a multichannel strategy, different channels operate independently and provide distinct messaging. For instance, an ad seen on YouTube will differ from one seen on Facebook.

In contrast, omnichannel marketing integrates all marketing channels to ensure consistent messaging as customers transition through various touchpoints in their journey. An example of an omnichannel approach is when a user abandons an online shopping cart and subsequently receives an email or text message offering a discount to encourage the completion of the purchase.

3 Keys to Multichannel Marketing Success

1. An In-Depth Knowledge of the Target Market
2. Correct Attribution Data
3. A Comprehensive View of All Marketing Data

To effectively implement a multichannel marketing strategy, marketers must fulfill these critical requirements.

How to Create Multichannel Marketing Campaigns?

Audience Segmentation

Start by dividing your audience into segments based on research and user personas. Common segmentation factors include:

• Number of days spent in the app
• Demographic information
• User preferences
• In-app behavior
• Triggering of specific actions

To streamline this process, many marketers find it beneficial to incorporate a segmentation tool into their marketing stack.

Consistent Marketing Messaging

Given that multichannel marketing does not integrate channels like omnichannel marketing, it is vital to maintain consistent messaging and branding across all channels. You cannot predict which channel a user will encounter your message first, whether it's through a connected TV device, in-app, or via an email marketing message. Consistency in your advertisements, regardless of the channel, establishes trust in your brand and avoids confusion.

A/B Testing

Conduct A/B tests to identify the messaging elements that resonate the most with your current and potential users. From the message content and call-to-action to the visual branding, there is always room for optimization to maximize engagement with your target audience. 

Welcome to read more mobile app marketing strategies!

Now just join FoxData and embark on a journey of business growth as we unveil a FREE App Data Analytics Tool, which boosts your downloads, increases your user base, and watches your performance soar to new heights!