Multichannel Marketing Tips for Modern Day E-Commerce Businesses

Updated on November 18, 2021 | by James Stone

Multichannel marketing uses a variety of media channels to spread marketing messages. This can include online marketing and offline efforts such as advertising on television or in newspapers. The internet and social media channels are effective digital marketing tools that companies can take advantage of, in the hope of making a high overall number of online sales. 

Let’s face it; the internet has revolutionized the world and the way businesses operate forever. E-commerce businesses have rocketed in recent years, with their customer bases growing in size exponentially as consumers favor convenience when shopping. None more so, than during the social distancing measures in the pandemic, where people were wary of going in-person into stores. 

Read on to learn more about the multichannel marketing tips that we have come up with for modern-day e-commerce businesses.

Use Social Media Platforms to Grow Your E-commerce Business’s Online Customer Base 

The four most popular social media platforms today are Facebook, TikTok, Twitter, and Instagram. In 2021, Facebook has around 2.85 billion monthly active users. So given its vast numbers of users worldwide, any e-commerce business operating in today’s market wanting to be successful is naïve and foolish if they don’t try and market their products and services across popular social media channels. Social media marketing is essential for modern-day e-commerce businesses and is key to increasing their traffic online.

Set Achievable Goals

Have well-defined goals for your social media marketing strategy. What do you want to achieve from your social media marketing efforts? Be specific in your goals, make sure they are realistic, and make sure they are measurable (SMART goals). 

Make Sure You Choose the Right Social Media Platforms 

You can waste a lot of time and money growing your e-commerce business by marketing across too many different social media channels. Focus on marketing across social media platforms that are the most popular with your target audience demographic. For example, if your main target audience is the 14–21-year-old age group, make sure you produce engaging marketing across a prevalent platform with young people and teenagers today, such as TikTok. 

Try and Understand Your Target Audience Well

You need to build your social media strategy around your target audience. Understanding your target audience and their interests, as well as online habits and behavior, will have a direct impact on ideas for the marketing content that you choose to produce and post across your social media channels. 

For example, using social media influencers in advertisements that are easily recognizable and widely known by youngsters would be a successful social media marketing method to target a young audience demographic. In contrast, the older age 65+ generation on social media may not know who these influencers are and what they do.

Produce Engaging Advertisements and Social Media Marketing Content

Make an effort to develop advertisements and marketing campaigns to be posted on social media channels that are engaging, eye-catching, and entertaining for the audience. E-Commerce businesses should make sure their online advertisements stand out on the page. Creatopy, for example, is an ad maker that helps businesses to produce and deliver custom-made automated ads online and across social media channels. You can rest assured your company’s advertising efforts will be in safe hands when collaborating with organizations such as these. 

Email Marketing

Despite the rise of people messaging on social media channels, many across the globe still check through their email messages daily. As a result, e-commerce businesses should develop well-written emails with punchy subject headings and send them to their existing customers. Email marketing can advertise the latest deals, promotions, and discount packages to successfully drive up the sales from current existing e-commerce customers as they spend their money on the latest deals.  

E-commerce businesses creating marketing emails should be sure to include links for their customers to their social media pages and profiles. 

Using engaging language and a ‘call to action’ is also an excellent tip for email marketing. Personalizing your email messages is another effective email marketing technique. Write the email addressing the recipient by using their preferred name and try and tap into their needs and interests as a customer. Email marketing can be a great way to attract new customers by sending emails to ‘potential’ customers and making more people aware of your e-commerce business and the range of services and products you offer. 

SMS Messages

SMS messaging is another valuable form of modern-day omnichannel marketing that e-commerce businesses can make the most out of. However, you may want to provide your customers with the option to opt-in to your SMS messages, so they have the option to opt-out and don’t feel as if they have to receive unwanted messages about your company’s services. 

There are approximately 290 million smartphone users in the USA today, and SMS marketing will mean that you can send marketing messages directly to your customers’ cell phones. E-commerce companies sending out SMS marketing messages to customers can decide to include internet links in the messages to directly take their customers to web pages displaying the latest deals and products, and so on. SMS messaging and email marketing are both marketing methods that can complement your e-commerce company’s social media marketing efforts. 

TV Advertisements

An e-commerce company may decide to splash out on paying for television advertisements. Who will see your television adverts will depend on the time they are shown, the television channel, and the television programs during which they are shown. In recent years, on-demand streaming channels such as Netflix, Disney Plus, and so on have taken over from regular television audiences. Many people have smart TVs at home that are capable of showing shows on streaming channels. Therefore, e-commerce companies wanting to advertise on television should perhaps seriously consider advertising across online streaming platforms.

Marketing across multiple channels provides e-commerce brands with the opportunity to interact with customers across various platforms and touchpoints. Modern-day multichannel marketing today is all about giving customers more choice and making it easier for people to buy products or services from a company across different types of platforms and devices. 

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