The lure for consumers today are unique and creative varieties of multi-channel touchpoints brands are using to put business within reach of their most loyal customers. The seductive appeal brands have by engaging with consumers is growing due to the accelerated growth of outlets via mobile, social and local mediums. Brands who take advantage of the multi-channel playbook have the potential to excel further in sales, communication, and engagement with customers for a longer period of time than those who do not. There are several key benefits for a brand that come with adapting a multi-channel strategy.
When creating a multi-channel brand, communication and content should be the foundation to the end goal. Using multiple media and marketing messages will strategically help brands stay on top of the consumers’ minds. Question what consumers are currently in need of, wanting, trending, and mold content around the individual wants and desires of the consumer. Misguided content will make the consumer shop elsewhere. If a brands’ messaging is insightful, asks questions, makes the consumer want to take action - then the brand has succeeded. Think like a consumer. Brands should always keep in mind that consumers don’t live their lives 100% of the time in routines, especially when it comes to making shopping decisions. There is tremendous value in evaluating where a brands’ audience is coming from, whether it may be social networks, web traffic, mobile, in-store, etc. Spending the time to determine how a brands’ loyal audience receives their information is crucial. Taking a step up and maintaining that audience communication is even more vital to continuing the brand-customer relationship across every multi-channel outlet. Convenience is what consumers are looking for today, and by covering all outlets, a brand can keep loyal customers happy for life. If there is a lack of interaction, the consumer will outgrow the brand and move on to another.
Pay attention. Brands who are actively watching and listening to consumers across all touchpoints are self-aware of the good, the bad and have a head start on what actions need to take place. They realize they gain more by socially engaging and listening, and can learn from their customers. Listening is a great way to create a company culture - one that makes a brand intriguing for years to come. Remembering the objective, staying efficient with content and using the multi-channel medium appropriately will help brands deliver successful insights to consumers and cultivate the brand-consumer relationship fittingly.
*photo credit: http://www.flickr.com/photos/slimjim/