I - MONO, MULTI, CROSS OR OMNI CHANNEL, WHAT DOES IT MEAN?

A - SINGLE CHANNEL

Single-channel marketing is the one that focuses on a single acquisition and communication channel. Everything is done on the same platform which will be the privileged and unique link between a company and its customer. This is the case if a brand has only an online store for example or simply a physical store.

Only one acquisition channel: a physical store

B - MULTICANAL

Multi-channel marketing combines several communication channels, digital or not, which multiplies the points of contact with your prospects. The contact points chosen are only the most relevant to your audience, so you need to know your target and your objectives before implementing a multi-channel strategy.

It should be noted, however, that there is no correlation between the channels used, they are independent of each other and the communications are duplicated on each of them in order to address the entire target audience.

The strengths of each channel are used according to the target and the objectives. This strategy allows you to adapt to the consumer and communicate with him on his preferred channel(s). Thus, a good knowledge of your prospects will give you a definite advantage, both in the relevance and effectiveness of your strategy and against the competition. Indeed, ⅓ of companies only use and master the multichannel strategy.

Example applied to B2B: A prospect could receive a LinkedIn message informing them of a new product for which a demo has been created, an email with a demo of the new product, and a call about the new product and its demo.

Example applied to B2C: For the launch of a new clothing collection on the occasion of a change of season, an event is organized and the brand. It communicates on it via different channels and sends a reminder SMS to its best customers a few days before the event to keep its target informed.

Several acquisition channels independent of each other. Multiplication of contact points: A physical store, a mobile application, an online site

C - CROSS CHANNEL

The cross-channel strategy follows on from the multi-channel strategy. It also uses different channels but unlike the first one, the channels communicate with each other, putting the prospect at the center of the strategy. You are going to accompany him in a personalized way all along his purchase path by making him enter a "sequence" of communication.

Example applied to B2B: You get in touch with your prospect on LinkedIn and invite him to visit your website where he can subscribe to your newsletter by giving his email. You will then retrieve it and set up an emailing sequence in which you will invite your prospect to participate in an online event. To register, he will have to give his phone number which you will then use to notify him by SMS of your promotional offers.

Example applied to B2C: A Facebook user comes across one of your products in his news feed. By clicking on it, he is redirected to your site where you offer a promotional code if the prospect subscribes to your Instagram account, which he does. On this occasion you send him the promotional code by email indicating that he will benefit from 10% on all the items present in the store. Once there he makes his purchases and arrived at the checkout he is offered to create his customer space for which he must fill in his phone number. He will then receive by SMS the next promotional offers granted to the customers of the brand.

Another example that perfectly and simply illustrates this cross-channel strategy is the development of the drive. Both channels are used simultaneously: you order online and pick up your purchases in store.

Multiple acquisition channels that communicate with each other.

Look for the complementarity of the channels: A physical store, a mobile application, an online site

D - OMNICANAL

The new way of consuming, the need for information before buying, the need for transparency and meaning, are at the origin of this new strategy.

Indeed, the competition is getting tougher and tougher and the offers keep multiplying. As a result, in one case, consumers go to the internet to make their purchases on the spot, in another case, they go to the store but do not find the desired products and therefore check their availability on the online site.

Moreover, before buying, customers today need to know and understand the brands and this is why the relationship becomes the nerve center to sell.

Omnichannel is the strategy of using all possible channels for your business at the same time. This often links physical and digital channels, which is the origin of the concept of "phygital" (physical + digital). This strategy pushes cross channel a little further.

Example applied to B2B: You organize an event or a conference where your customer goes. On the spot, he will also look at your website to get information.

Example applied to B2C: Sephora has perfectly implemented this strategy by allowing its physically present customers to access all the items in the store (perhaps not visible or available on site due to stock shortage for example) via terminals installed in the point of sale.

All channels available to your business, used simultaneously and in a synergistic way.

II - WHY OPT FOR A MULTI-CHANNEL STRATEGY AND WHAT ARE THE ADVANTAGES?

A - BETTER MARKET COVERAGE AND COMPETITIVE ADVANTAGE

With the rise of digital and online sales, being satisfied with a single customer acquisition channel is no longer possible. Indeed, the competition is growing day by day and is present on different channels. To be successful, you have to be at least better than your competitors and be as visible as possible. This is why multi-channel is no longer an option but a necessity.

Only 31% of companies have mastered multi-channel. It allows you to be where your competitors are not and thus to seize opportunities as soon as they arise without having to play elbows with other organizations.

B - IMPROVE YOUR CUSTOMER RELATIONSHIP

However, being present does not mean spamming, a common deviation from the desire for visibility. It only degrades the customer experience.

Establishing and maintaining a relationship of trust with your customers will be the key to your success. Indeed, 40% of customers feel that they are not held in esteem by brands and 62% think that they are just a number for companies and not people. It becomes obvious that a humanization of the customer relationship is required to increase your conversion rate. This is why 67% of companies think that customer relationship is a strategic issue.

Moreover, developing on several channels offers you the possibility to maintain different links depending on the channel and the customer journey (sharing your values and news on networks, promotional offers by SMS for example, newsletter and marketing automation).

C - BUILD CUSTOMER LOYALTY

66% of customers say they switch to the competition because of a lack of brand awareness. You will therefore understand the importance of improving your relationship in order to retain your customers. Especially since it is 7 times less expensive to retain them than to acquire new ones.  

Although 51% of consumers say their trust is hard to earn, 89% remain loyal to the brand once they've earned it. So if they have a good experience, the chance of your customers coming back is between 60% and 70%.

How does multi-channel help in this area? You multiply the points of contact, showing your availability and flexibility. In addition, you will glean information about the preferences and habits of your consumers thanks to the various analyses you can conduct (click rate, opening rate, conversion rate, etc. on each network). You will know how to best accompany them in their purchasing process, which will make the exchanges more and more qualitative.

In addition, a satisfied customer is the best advertisement for you, whether it be through ratings, comments, reviews or word of mouth.

D - INCREASE YOUR KING AND YOUR TURNOVER

Last but not least, let's talk about profitability. It is obvious that any strategy deployed is designed to increase ROI (return on investment) and revenue. No strategy is deployed to make more money than it earns. The advantage of multiple channels is that they don't have the same cost or the same results. This gives you the opportunity to choose the channels that fit your budget, your objectives and your target. The latter may be more sensitive to one channel than another, allowing you to adjust your investments and actions. You will therefore increase the efficiency of your actions and their profitability.  

Moreover, digital communication is often much more affordable than traditional advertising. Indeed, you can choose to spend only 5€ per day on digital advertising platforms. Another cost system also exists on the networks and is based on cost per click, making you pay only when your prospects click on your ad. A communication through traditional channels, such as TV advertising, will require thousands of euros to be effective. If you opt for a print publication, you will have to take into account the costs of printing, distribution, transportation, labor and storage.

Secondly, being present on several channels gives you greater visibility with your target audience and therefore a greater chance of closing sales.

CONCLUSION

In short, multi-channel is the art of using only the acquisition channels that are relevant to your target, your objectives and your business. Being versatile is essential to capture your audience's attention on their preferred networks and to stand out from the competition.

The next step is to make the different channels communicate with each other for an even smoother customer journey. This strategy will naturally follow from multi-channel once the necessary information has been collected and your database enriched.

‍