Increasing Need to Improve Brand Relevance and Expand Customer Base to Drive Growth of Multichannel Campaign Management
Multichannel campaign management can be defined as a strategy that combines a wide range of online, offline, direct, and indirect marketing channels to allow organizations to efficiently communicate with their customers. Multichannel management allows companies and organizations to define, plan and execute, and communicate offers to customers across a variety of websites, mobile, social, call centers, emails, and direct mails. Multi-channel management is a multi-faceted discipline that allows content managers to assess and analyze the ins and outs of sales to efficiently optimize each individual selling channel to augment their customer experience and improve their marketing revenue. Multichannel campaign management generally focuses on communicating with customers across various independent channels that might not be linked together leveraging the best traits of every channel to maximize their impact and sales.
Multi-channel campaign management combines a lot of distribution and promotional channels in a single, unified strategy to expand customer base. This helps companies to effectively and efficiently communicate a product or a service’s value by leveraging the impact and unique attributes of a particular marketing channel. This also allows companies to expand their offerings by finding customers with untapped purchasing potentials as customers tend to interact on certain limited number of channels.
In addition, increased number of channels results in a higher customer touchpoints and opens up new lucrative channels of communication between the organizations and the customers. Multi-channel marketing campaigns allow companies to have sophisticated audience segmentation, real-time engagement insights, and a streamlined way to execute a campaign across all the channels. Touchpoints across multiple channels augment brand awareness, which in turn, increases engagement and conversion rate.
Multi-channel campaign marketing will enable marketers to fetch more consumer data and assess consumer behavior on various other platforms. Recently carried out surveys indicate over 50% brands leverage more than three platforms to target their customers and this helps them create robust marketing strategies for future campaigns accordingly.
Recently in April 2022, Mumbai-based media company Viacom 18’s general entertainment channel Colors introduced a multichannel and multiplatform digital and marketing campaign for its kids’ dance reality show, Dance Dewaane Juniors. The campaign includes several components of metaverse, AR dance with Nora challenge, and digital and influencer outreach, among others. It will also include promotional outreach across platforms such as print, TV, outdoor, radio, and social and digital media. Similarly in May 2022, Zoho announced the launch of its new Marketing Plus platform that will enable collaborations and effectively combine marketing efforts across various aspects of a campaign.
Key companies operating in the Multichannel campaign management market include IBM Corporation, Oracle, SAP AG, SAS Institute, Adobe Systems, Infor, Marketo, Adobe Systems, Salesforce.com, and Teradata. In May 2022, Aquila, which is a wholly owned subsidiary of Constellation Software, Inc., announced acquisition of Comsoft GmbH, which is a global provider of marketing production workflow solutions for retail, e-commerce, catalogue, and manufacturing sectors. Comsoft is a global pioneer in multichannel media and Product Information Management (PIM) systems for B2C and B2B operations and includes retailers, grocery chains, manufacturers, and marketing agencies.
