Adopting a multi-channel strategy is today the basis of any marketing strategy. Channels (emailing, mobile, website, social networks, etc.) are the different pillars that ensure representation of the brand with the same strategic orientation, the same editorial line and the same investment …
According to a study by OnePoll for Teradata, 48% of companies say that a multi-channel strategy saves time and money and 86% admit having a presence on social networks. These figures testify, if need be, to the massive use of new communication channels by existing companies. However, despite the simple and often intuitive use of these tools, these figures also conceal a certain number of recurring problems in the orchestration of a Multi-Channel marketing strategy: There is still too often a weak link in these different channels, a neglected channel, where consistency is a primordial quality in their use. We can thus identify 4 persistent weak links in multi-channel communication strategies:
1. Forgetting to communicate about the existence of channels
Developing multiple channels is good, communicating about their existence is even better! If it seems obvious to communicate when launching a new application, many companies do not include a dedicated communication plan or at least specific communication actions to open a channel deemed (wrongly) less important like a newsletter or an internal newspaper. As part of an e-commerce site, mobile sites redirect for the most part to the application, like Rue du Commerce and Amazon.
Is your site responsive? A simple reminder via a visual is also effective, as here for Netflix.
2. Thoughtless social CRM
Social CRM, or SRM (for Social Relationship Management), designates the different practices used to communicate across networks. There must be a real reflection on the strategy to develop on these: Facebook or Twitter accounts should not be simple relays of the news of the site. Indeed, SRM is a significant differentiating factor and a very powerful tool which acts in the continuity of the brand. Not to mention the possible interactions with your community, which also provides very relevant feedback. We can take the example of the different customer service accounts set up on Twitter by large groups:
To go further, I advise you to read this article about the interest of setting up Social CRM.
3. The human: The channel that we forget too quickly
It tends to be forgotten, while the use of people is essential and even becomes a factor of differentiation, for example in the implementation of an after-sales service in direct contact with an advisor. Many banks also communicate on this aspect of their strategy, between “100% human and 100% online banking” from Société Générale, or “The bank to talk to” from Crédit Mutuel. Telephone operators have also partially adopted this strategy, by calling their customers more regularly to offer them commercial offers in the face of the arrival of Free and other low-cost operators.
In addition, if an aesthetic and practical website is presented, the premises, too, must receive special treatment. Your reception space, your meeting rooms, the way you present, these choices may seem trivial but should not be left behind.
H2H, or Human to Human, is also presented as one of the marketing trends in 2015. And if digital can help more easily develop a personalized relationship between a salesperson and a client through customer relationship tools and information sharing supports, the realization of a mission and / or a project is done again and again after a physical meeting in the working environment of a company. The physical meeting and the relationship with an adviser or a project manager are still the elements that give concrete expression to a mission and improve customer relations.
4. A derailed multi-channel
The different channels that your users use to access your products and services (application, mobile site, physical point of sale, etc.) generate large amounts of data, data that should be exploited well. Conventional tools, such as CRM, website or email, recover these elements but are however limited to a vision channel by channel of the collected data. DMP, for Data Management Platforms, is the new generation of tools for unifying this data from multiple channels, in order to formulate personalized recommendations for each client, without being limited to a purely multi-channel analysis.
Again, consistency in the use of the different communication channels you have is essential. The rule is the same for the data that you collect: The databases gathering them must be structured so that you can quickly exploit this data and refine your strategies to reach the omni-channel. Don’t hesitate to download our complete multi-channel guide to find all of our tips and advice and better coordinate your marketing channels.
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