A product-based business needs to make efforts to make a mark in eCommerce. There are different channels available that assist in reaching the larger customer crowd. This includes the use of different channels to bring the product in contact with the public.
The use of a multichannel marketing strategy allows the company to interact with their customers consistently through the different channels via emails, messages, chat, website, social media, etc. More the number of channels used to communicate with the customers, more will be the boost in eCommerce.
Before getting into the core topic, let’s discuss some basics about Multichannel Marketing.
Why Is Multichannel Marketing So Important for Ecommerce Business?
Customers can easily purchase the products of their choice through online stores due to this increased digitalization. This helps the customers to compare the products efficiently and make the best choice while saving time and money. Competition is increasing so most of the companies make their products available on the digital market to attract more customers. The different advantages of multichannel marketing include:
- Making the use of multiple channels allows the company to reach out to a larger crowd as compared to the single channels thus increasing eCommerce.
- It allows them to understand the market trend by understanding the customer requirement, and thus improving the product based on this data.
- It allows creating a better impression on the minds of the customers and attracting them to make more purchases.
Tips for Successful Multichannel Marketing
To stay ahead in the competition, a company needs to make use of a multichannel approach for expanding the business.
Define channel focus
Making products available on multichannel does not mean making them available everywhere. The company needs to understand their product, industry, and their target customers and based on this should select the different channels. The type of customer and the product helps in narrowing down the channels by using a strategic approach. The company also needs to understand the different channels used by their competitors to improve and stay ahead of them.
Understand customer journey
The customer makes use of different touchpoints or interaction points that prompt them to make the purchase. The main reasons that prompt the customers to make the purchase are the product data, product reviews, comparing the product’s price with another marketplace, checking the specifications, etc. Understanding the interaction of the customers with different touchpoints help in creating a better customer experience.
Building a multichannel marketing plan
It is essential to build a robust multi-channel marketing plan as it includes different aspects like communication techniques, types of channels, customer interactions, content types, etc. This marketing plan should be realistic and have attainable goals.
Communications across the different channels help to build the marketing tactics useful for eCommerce growth. This plan should allow the company to reach their different customers, act to provide the best to the customers and keep them engaged. It also includes checking the action plans are keeping the sales and marketing on track.
Use of dynamic remarketing across the different channels
This enables the marketing team to keep prompting the product details to the customers that have already visited the product site and those who have shown some interest in the product. Some channels identify their customers based on the cookies generated by each website visit. Using dynamic prospecting combines the user and the product information and provides the best product details to the customers wanting it.
Modification of marketing messages to fit every channel
Different channels work differently. The same message cannot be used for the different channels as it may not work efficiently across all channels. Some messages need editing to suit the particular channel. Making the necessary modifications in the details will help in targeting the customers through the different channels. The main aim is to promote the product across the different relevant channels with a certain twist.
Making use of CRM software for targeting prospects
Making use of the Customer Relationship Management (CRM) software allows in purposefully targeting the customers that viewed the product. This CRM keeps a track of all the interactions made by the customers with the product and makes their user profile.
This profile gets updated with every interaction made by the customer. This allows the company to identify their loyal customers and allow them to provide some benefits, discounts, or offers for encouraging the customer to make more purchases.
Leverage influencing multi-channel marketing
Most people tend to skip the advertisement while watching the videos on social media. If these advertisements are relevant to the customer’s needs, then there are increased chances of viewing these. Influencer marketing makes use of known faces or persons that are related to the products in consideration. This helps to create a good influence on the audience.
Leverage UGC to boost the brand
The user when visiting the website or reaching the product details, the user-generated content gets updated, This is created by using the details of the site visitors, referrals, product reviews, customer interactions, etc.
This is one of the best-used marketing tactics for boosting the product eCommerce. Responding to the customer questions helps to build customer confidence thus enhancing business. Getting reviews from the customers and asking them to share their product experience helps in building long-term customers.
Maintaining consistent experience
The best service delivered to the customers will help to retain the customers. Keeping the customer engaged with the relevant emails and updates will make the customer visit the website to make the purchase. It is useful to customize the messages for the customers to fit the different platforms. There should be uniformity by maintaining the use of the same theme, color, branding, images, tones, etc.
Making use of different channels for the growth of eCommerce helps in generating several avenues for engaging the customers. It allows better interaction with the customers to develop the product and stay ahead in the competitive business.
PIM – Successful Multichannel Marketing Software
The eCommerce and growth of the product-based company depend majorly on the product information provided. Product information contains all the details regarding the product like its specifications, details, costing, graphic images, videos, technical details, etc.
The product information management (PIM) software plays a crucial role in collecting, integrating, managing, and distributing the product details. For reaching out to the larger crowd, the company needs to market its product on multiple channels.
Reasons for PIM being successful multichannel marketing software
PIM software enables the different teams to keep the product details updated. The centralized data storage by the PIM software enables making the addition, deletion, or changing of the details easier across the different channels in no time.
1. Product experience
Digitalization has increased online shopping for various products. Most businesses make their products available on different marketing channels. There are numerous products in the market and before making the purchase, the customers depend and rely on the product information provided by the company across the different channels. PIM software helps in maintaining information accuracy and consistency across the different channels.
The PIM software allows in categorizing the products based on the product information. This helps in improving the digital experience and influences the customers buying journey from the start to final purchase. PIM enables managing all the product-related details in a single place thus allowing a continuous flow of content.
This provides ample opportunity for arranging the data as per the different platform requirements. PIM allows the company to manage the product layout and gives the customers to make their desired choices.
2. Marketing campaigns
New products are launched and added to the catalog. This increases the number of available products to grow exponentially. Accessing the data to update the information for promotion becomes critical. Using high-quality product details enables the marketing team for carrying out customized or targeted campaigns across the different channels simultaneously.
PIM enables the marketing team to personalize the marketing materials, brochures, price lists, technical documents, presentations, fact sheets, etc. There are various sources from where the data is collected, the PIM software enables in collecting this data efficiently and updating the data for the efficient running of the globalized or localized marketing campaigns.
3. Improved marketing strategy
PIM software helps in efficient integration that allows different activities like optimizing the sales performance, guiding investments strategically, improving productivity, etc. It allows the company to analyze all the product data and bridge the gap between the expenditure and marketing priorities. PIM software enables the company in standardizing, optimizing, customizing, tailoring and product data syndication for various sales and marketing platforms.
4. Marketing fluidity
Data integration and data integrity are the main aspects taken care of by the PIM software. PIM helps the organization to understand their business structure, systems, third-party applications, etc., and enables them in controlling and enriching the product information.
PIM software adapts the newer technology efficiently in improving the marketing strategies, bolstering engagement, improving customer satisfaction, decreasing the product return, faster entry into a new market, etc. The PIM multichannel marketing can be accessed through different channels like a smart device, social media, applications, websites, marketplaces, etc.
5. Improved collaborations
The product information is a vast database and the company needs to collate the information from the different teams involved in the product manufacture, product development, suppliers, data partners, warehouse management services, enterprise resource management, external agencies, etc.
For an efficient marketing strategy, it is important to keep all the teams involved in the product supply chain on the same page and allow collaborative efforts from the different teams. PIM software enables all the allies, partners, internal teams, external teams to work in unison and contribute towards focussed marketing endeavors across different channels.
6. Customer focussed multichannel marketing
For any business to improve its eCommerce, the company needs to understand its customer’s choices and needs. Providing the products to the customers based on their requirements helps in retaining their customers and attracting newer ones.
The customers prefer looking out for the product of their choice on different channels before making their purchase. These customers depend on the product details and specifications provided on the different channels. They compare the product details and its prices before making the purchase.
PIM multichannel marketing software consolidates all the product details in one repository and creates a single source having all the product information necessary for the marketing of the product. This unified data provides a 360-degree marketing view through different channels. This helps in improving the real-time customer experience and builds a positive brand image.
7. Enriched workflow
The progress of the product from manufacturing to the market is not simple. Many steps are involved in taking the product to the market and one needs to follow the strategic workflow for the enrichment of the product. Manual collection of data, compiling, uniform formatting, and timely updating the data manually becomes tedious and time-consuming.
PIM provides a strategic workflow that ensures accurate product details are provided on different channels. It allows updating the product data at different stages and these changes are reflected simultaneously over the different channels without losing time.
8. Improving business
For the growth of the business, the company reaches out to different channels to reach different parts of the world. Different countries have different requirements based on their geographical location, the language requirement, the costing details all change based on the location.
Having robust PIM multichannel marketing software allows the organization to provide the product information as per the different geographical requirements without any additional efforts. This enables reaching out to global customers with ease.
PIM software collects data from the different stages involved in product development and marketing. IT allows access to the different teams simultaneously allowing them to stay connected and updated with the latest product details.
Having a proper PIM multichannel marketing software allows in keeping the data updated from time to time thus reducing the time to market. This plays a crucial role in boosting the eCommerce for the product. Robust PIM software has a measurable and significant impact on the productivity, sales, and marketing of the product.