Multichannel Marketing
A small online business owner recently told me he could not afford to do multichannel marketing. He said he did not have the time or the money
This surprised me.
Most businesses do not realize their business already does multichannel marketing. Just about every business today uses different channels to communicate their offer to their markets.
This reaction lead me to think more about the value of multichannel marketing.
You see, todays prospects receive your communication through different channels: your website, your emails, your newsletter, your ads, and whatever else you are using. Your markets are already responding to your multichannel marketing.
But if you are not putting any thought into how you use the various communication channels, how is your audience receiving your messages?
Are your prospects getting the right offer you want to make to them?
In international marketing every single point of communication is vital.
If international web marketing is an important part of your international business development strategy, you need to give thought to each time you touch your international audience.
Good cross cultural communication requires clarity and consistency. Different messages from different channels create confusion and stop your trust building process. This is why you need to look at your multichannel marketing.
Multichannel Marketing does not have to be complicated. It does not require a dozen different marketing channels. Most businesses use different channels for marketing to their clients already. Multichannel Marketing is getting all of your communication on all of the different channels to work together for your business.
- Think strategically - What behaviors does your market have?
- Create the communication your audience will respond to - What does your audience want to know with each communication channel?
- Use different channels to continue your conversation - What does your audience want to know now?
You can easily do this with 3 different communication channels. It is important to think about the your audience.
Multichannel Marketing gives more relevance to each of your marketing touches. Increased relevance gives more value to your audience.
Now, what if the message you are conveying to your international audience is not quite right. What if your message is missing its mark? If you are new to your international markets, this is probably the case.
So what can you do? With Multichannel Marketing you find out sooner if your message is not quite right. Multichannel Marketing also helps you to refine your message until you get it right. With a careful choice of different channels and testing, you will learn how to improve your message and how you deliver it.
More about that later…
My response to the reader who questioned me earlier?
How can you not afford to do multichannel marketing if you want to develop your international business?
Here are a few more Multichannel Marketing articles:
- Multichannel Marketing Is Key To Your International Business Success
- Telesales, MultiChannel Marketing And International Business
- What Is MultiChannel Marketing
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Cindy King is a Cross-Cultural Marketer and International Sales Specialist, with over 25 years field experience in international business development.
Learn how you can get more international sales |
