multi-channel marketing and performing audience


Multi-channel Marketing and Performance Audience

January 30, 2021

Multi-channel marketing backed up by a hefty performing audience is an exponentially rising online advertising strategy. The phenomenon only seems to get bigger with time and is likely to completely take over the world of digital marketing.  

The growth of this concept can be estimated how much America has been spending on multi-channel marketing. According to some statistics, the U.S alone has spent $6.82 billion on affiliate marketing in 2020.

At this moment, Google sits at the top of the food chain of multi-channel marketing. A study showed that 51% of shoppers surveyed said they use Google to research a purchase they plan to make online. Consequently, it is predicted to aid the global B2C e-commerce to $4.5 trillion by 2021.

These facts and figures depict the global ecosystem of buyers as they persistently grow with Performance Marketing taking lead in the acquisition of new customers, customer reach, engagement, and conversion strategy. 

If you’re looking to leap into the world of multi-channel marketing and how to grow your performing audience, you have arrived at the right place.

What is Multi-Channel Marketing?

Performance marketing has been in the marketing mix for about a decade now. However, today, promoting your brand via one channel is not enough to maximize your brand’s reach. This is why marketers have started to push the idea of multichannel marketing as it produces grand results.   

Multi-channel marketing allows you to construct an effective grid of performing audiences through diversifying your networks. Through this strategy, you can connect to new leads and stay at the top of your game with your customers. If you have previously been overlooked by your potential audience, with the help of this method, you can mitigate that issue completely. 

This tried and tested method is guaranteed to generate new opportunities for your company. To evaluate the intangible benefits of this method, there are certain ways you can measure the results. Let’s look at some of the handiest tools you can use to analyze your efforts across multiple channels. 

How to Measure Progress in Multi-Channel Marketing Strategies?

A common misconception that exists around multi-channel marketing is that you are required to follow a specific set of steps to measure performance across different channels. 

This can give misconstrued results as every channel has a unique threshold of objectives or metrics. 

Defining RIO

The first key step of measuring the output from multi-channel marketing is identifying your objective during the early stages. Defining your ROI (return on investment) is a very vital step of this process as it will be extremely impactful on the metrics. For instance, if your primary focus is on awareness, the metrics used to calculate would differ from those used to measure the conversion ratio.

Martech and Data Analysis

Tools and data management companies play a very big hand in the assessment of how well your campaign is doing to fulfill your objectives. The right technology can accurately show how effective and laser-pointed your performing audience is. It is also very beneficial in depicting the accrued advantages from different channels you’ve invested in backed up by analytical data and statistics. 

There has been explosive growth in the martech segment. It has brought forward innovative techniques to use the latest technology to its full potential and boost your marketing efforts.

A few such tools are Mixpanel and Formisimo. These platforms provide users with the adequate information required to analyze performing audience behavior.

They give a clever insight into user interaction and engagement, providing you the access to break down the statistics into minute details. Furthermore, these tools allow you to blend all your cumulative marketing efforts in one place. This makes it easier to keep an eye on your best-performing channels. Over time, you can also eliminate the channels that aren’t producing positive results. This will allow you to filter out the bad and construct a combo of multi-channels that are tailored to your needs. 


How to Construct a Performing Audience?

Having a decent chunk of engaged audience can have revolutionary effects on your RIO in the digital marketing segment. Here is how you construct a customized audience for your brand.

Elimination process

A thorough report from martech applications can give you a clear indication of which platform is increasing your outreach and which isn’t. You can also efficiently conduct A/B testing and optimization with the usage of the correct evidence.  

With the help of the aforementioned marketing tools for data analysis, you will be able to identify the best-performing channels that are producing the highest ROI, how each component of the multi-channel strategy contributes to a specific goal, and much more. You can also figure out how your performing audience is reacting to your marketing efforts on each channel. Once you identify your core competency, you can center all of your strategies towards that one segment. 

Understanding the Diverse Spectrum of Multichannels

Different platforms have differing output efficiencies. For instance, Facebook is an excellent platform to expand the brand’s image among the consumer base, while Linked In is more beneficial in structuring your brand and establishing its solid presence in the job market among the industry leaders.

By combining efforts, you will be able to have a well-rounded marketing strategy that fulfills all of your set objectives. This is also a good way of identifying which platform is doing better than others by looking at the performance of the particular area it is strategized towards.