Marketing strategy

Are you reaching today’s customer? The keys to an excellent multi-channel marketing strategy.

Getting customers in first means attracting and keeping their attention. As consumers turn more to e-commerce, the challenges for digital marketers have grown, but so have the opportunities.

Marketing to a target audience is more complex today, but the evolution of technology has opened many doors for effectively reaching consumers through multi-channel marketing, says Christena Garduno (, Managing Director of Media Culture.

“Multi-channel marketing allows marketers to cater to potential customers across all channels by mirroring how they operate in different digital spaces,” says Garduno. “As a business, you need a meaningful presence on social media platforms and other digital channels. And you need to develop a clear, compelling, and consistent message while keeping the brand voice intact. »

A marketing channel is a platform or method used to market a product or service to consumers. Multi-channel marketing involves reaching and interacting with customers through various channels, including regular email, social media sites such as Instagram, Facebook, LinkedIn and Twitter, websites, search engine optimization, video, texts and others.

“Multi-channel marketing done right will capture a higher rate of consumer engagement, build lasting customer relationships and positive brand awareness, and put you ahead of your competition,” says Garduno.

Garduno offers these points as keys to your multi-channel marketing strategy:

Develop a channel focus. Understanding who your audience is, including their age, education, career, and income level, is key to determining the most effective channels for reaching these consumers and crafting the right message. “You need to focus on the right channels to grow your business,” says Garduno. “To assess the effectiveness of a channel, see if it produces a measurable benefit. You can do this by tracking various metrics such as the number of opens and clicks in email marketing, the amount of likes and comments and the number of new subscribers over a given period in social media marketing, click-through rate and total number of visits to your website, and more.

Customize your strategy. “You want the consumer to feel important, as if you were talking only to them, while making it clear that you are anticipating their needs,” explains Garduno. “You need to personalize your message, which means it needs to be highly contextual, relevant, and emotionally engaging. Personalization drives customers to pay attention to your brand message amid an endless expanse of marketing content.

Maximize a multi-channel CRM. Customer relationship management (CRM) is a technology for managing, supporting and building relationships with customers throughout the customer lifecycle. “Businesses need a multi-channel CRM system to stay relevant,” says Garduno. “A multi-channel strategy requires user profiles, and a multi-channel CRM allows a business to create a cohesive customer experience based on aggregated and actionable data. Potential customers search on their smartphone, then go to their tablet and can complete a transaction on their desktop, so you need to track that type of buyer.” With a CRM platform that provides multi-channel customer data in the form of profiles, Garduno says it’s easier for businesses to s Engage with customers in a way that will benefit them. “You know what they like, which channels they interact with the most, how much money they’ve spent on your brand, and more,” she says .

Run drip campaigns. These focus on user actions or specific time frames. The idea is to effectively engage users and bring them closer to purchase. “A drip campaign is a series of emails that you send to customers at certain intervals,” says Garduno. “It can be used for CRM or lead nurturing. Drip campaigns are an effective way to keep your target audience engaged with your brand. The unique ability of a drip campaign is being able to identify the different stages your audience is in and send them different emails accordingly. This approach builds trust among the audience, which wouldn’t happen if they were all subjected to an explosion of generic emails. »

“Having a strong multi-marketing strategy is essential because consumers have higher expectations and reaching them in different ways is key to business growth,” says Garduno. “It’s about being thorough and never being complacent.”


Christena Garduno ( is President and CEO of Media Culture, a multi-channel brand response media agency that drives global client growth through innovative, performance-driven media campaigns. She is a member of the Forbes Agency Council.