Overcoming Pitfalls of Multichannel Marketing

    Overcoming-Pitfalls-of-Multichannel-Marketing

    The multichannel marketing approach is a very complex task that businesses need to embrace, to increase their visibility and ROI.

    Enterprises that integrate multichannel marketing enable their target audience to evaluate their products on one channel and buy them on another channel. It is a perfect way for marketers to increase their client base, revenue, and market share.

    However, implementing multichannel marketing has a few inherent challenges that it imposes on businesses. CMOs should consider adopting robust workflows to ensure they overcome most of the multichannel marketing pitfalls. Here are a few strategies that CMOs should consider implementing to overcome the pitfalls:

    Also Read: Embracing B2B Marketing Automation to Enhance Customer Experience

    Simplify multichannel inventory management

    Enterprises find it challenging to manage orders and inventory efficiently when they are selling on multiple platforms. It can be a challenging task that even Enterprise Resource Planning (ERP) won’t be able to overcome by itself. Effective inventory and warehouse management is a perfect way to get accurate real-time visibility into the existing inventory.

    A few businesses with multichannel marketing as their strategy might face being understocked, overselling, or not updating the inventory in real-time to each channel. Moreover, having better visibility into the stock availability across all channels and warehouses can be challenging. CMOs should consider evaluating and integrating a robust multichannel inventory management tool to overcome these barriers.

    Implementing a Product Information Management (PIM) tool that seamlessly integrates with the existing ERP will help to enhance inventory management. It is a perfect way to get a centralized overview of the product details and stock levels. Businesses that efficiently track stocks and warehouses through the PIM tool will be able to share accurate and detailed product information with all the channels. Moreover, this approach will also ensure that enterprises can set the right expectations with the clients about the product description and delivery status.

    Effective cross-channel messaging and branding

    Another crucial challenge multichannel marketers face is ensuring consistent branding and messaging across all the channels. Businesses have direct control over how to portray their products and services on their own channels like the website and other company-owned platforms. With multichannel marketing, the challenge intensifies because it can be difficult to maintain consistent messaging and branding on various platforms. Because every channel will have different and businesses need to ensure they suffice the requirement of the channel without modifying the brand’s identity. It is crucial to create a positive first impression on the client irrespective of the channel they choose to purchase from. Marketing teams need to ensure they update all the presales channels if there are updates in the overall brandings and communications.

    Also Read: Top Four Approaches to Enhance ICP

    CMOs should consider evaluating the needs of every channel to design branding and messaging accordingly to suffice their needs. Moreover, a comprehensive guide with all the multiple channels’ policies and needs will help to set clarity and transparency between the presales teams. Aligning the entire marketing operations with the channels guidelines will streamline the workflow. Integrating multichannel automation software into the marketing tech stack is a perfect way to boost productivity and ensure consistent branding and messaging on all channels.

    Enhancing Customer Experience (CX) on every channel

    CMOs should consider customer experience as their top priority to create a loyal customer base and generate more sales. Enterprises that embrace multichannel marketing find it challenging to deliver a top-notch customer experience on every channel. Marketing teams that understand customer pain points, generate value for their product, and deliver top-notch after-sales service to create a seamless experience will ensure customer satisfaction.

    An advanced Customer Relationship Management (CRM) tool will help to monitor the client experience through all the channels. Centralizing the customer journeys of all the platforms is a perfect way to compare the customer experience on each platform to understand the top line and bottom line. Channels with the highest cart abandonment ratio might hamper the enterprise’s brand image. CMOs should consider evaluating the CX of every channel to ensure all the channels are delivering a top-notch experience.

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