How to Do It Right + Examples

Today’s consumers multitask. They use many channels to discover and research new products and services.

So, marketers must meet target customers where they are.

The answer is multichannel marketing. In this article, we’ll discuss what multichannel marketing is and how you can use it to grow your business.

What Is Multichannel Marketing?

Multichannel marketing is the practice of promoting marketing messages and interacting with customers across many channels.

The goal is to increase awareness of your brand and product. And connect with target customers in more places.

Multichannel marketing strategies can focus on:

• Traditional media like TV, radio, billboards, and print newspapers or magazines
• Digital marketing like online advertising, search engine marketing, pay-per-click (PPC) advertising, or display ads

For example, Subway recently launched one of its largest-ever multichannel campaigns in the U.K. and Ireland using a mix of online and offline channels.

Image Source: Subway

The “Two Ways to Subway” campaign uses the following channels:

• Television
• Radio
• Video on Demand (VOD)
• Online Video Advertising
• Outdoor Advertising
• PR and Influencers
• Social Media

Through this process, Subway appeals to more potential customers. For example, the campaign says it will reach 96% of 18-44-year-olds through platforms like TV, VOD, and radio.

Note that Subway isn’t integrating these channels. Integrating platforms to streamline customer experience is omnichannel marketing.

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