Next up on our list of terms that can’t be interchanged: multichannel advertising and multichannel marketing. Because just like content advertising and content marketing describe two different processes, multichannel advertising and multichannel marketing have their important distinctions.
At the risk of throwing too many “ad” terms around and causing confusion, let’s get started…
Here’s what you need to know about multichannel advertising and multichannel marketing.
What is multichannel advertising?
Multichannel advertising is the process of creating and launching paid, promotional content across channels. These platforms might include email, social media, or websites. Meanwhile the advertising might include email ads, sponsored social media posts, native ads, or display ads.
Multichannel advertising vs. multichannel marketing vs. omnichannel marketing
Multichannel marketing is similar to multichannel advertising. It also involves creating content across multiple channels. The difference is that that content is created to inform, educate, or entertain potential customers according to their needs and interests. That is, it’s not created to directly promote a product or service. Marketing content is also distributed organically — without any paid promotion behind it — unlike advertising content.
As the American Marketing Association puts it: “Marketing is the process of identifying customer needs and determining how best to meet those needs. In contrast, advertising is the exercise of promoting a company and its products or services through paid channels.”
Take this user-generated content from Sharpie, for example. It’s posted on both Twitter and Instagram, highlighting a form of multichannel marketing used to build customer affinity and show audiences how they can have fun with the product.
So, that takes care of multichannel advertising vs. multichannel marketing. Now, let’s throw omnichannel marketing into the mix.
Omnichannel marketing is the process of creating a comprehensive, customized, and consistent experience for potential customers across multiple channels. So no matter where people interact with your brand — in-store, via email marketing efforts, on your website, or through social media — the touch points and messaging are connected, keeping them on the path to purchase.
A customer might start shopping on your website, for example, and then receive a personalized push notification reminding them to revisit their abandoned cart and complete the checkout process. After buying, they then receive a follow-up email with relevant product recommendations. That’s omnichannel marketing.
Take this email from Ray-Ban. It syncs the ecommerce experience with email, reminding the shopper that they still have items in their cart. And if they check out now, they can enjoy free shipping returns.
To recap, multichannel advertising and marketing are all about engaging customers and increasing reach across platforms. Multichannel advertising just takes it a step further by promoting specific products and services with paid ads. Meanwhile omnichannel marketing is about creating a connected experience across channels to aid in the buyer journey.
Benefits of multichannel advertising
Multichannel advertising is one of the most effective ways to reach customers on their favorite platforms with targeted, high-quality content.
Breaking that down further, these are the biggest benefits of multichannel advertising:
Reaching customers across touch points
Give consumers more chances to engage with your brand by launching marketing campaigns across each channel they use.
According to Harvard Business Review, 73% of customers use multiple channels during their shopping journey.
McKinsey also found that 70% of shoppers are willing to try cross-channel shopping methods for convenience and accessibility.
Building a comprehensive customer view
You know what multichannel outreach yields? Multichannel data. That means gaining a clearer, more in-depth understanding of which channels your customers use, how they use them, and which types of content they’re most likely to engage with.
Delivering personalized experiences
With a wealth of customer data at your fingertips, you can better deliver personalized experiences — reaching customers where they’re already active and looking to engage with new content.
According to a recent Infogroup study, 44% of shoppers would switch to a different brand if they provide a more personalized experience. And 53% say that the biggest thing brands get wrong is advertising irrelevant products to them. Going further, 40% of millennials say the most important thing a brand can do is deliver personalized messages that meet their specific interests.
Examples of multichannel advertising
There’s really no downside to reaching customers across channels with messaging that speaks directly to their interests. As long as you have the right customer data to back up your choices — and high-quality content — you’ll be well on your way to increasing reach, engagement, and revenue.
Investment platform The Motley Fool, for instance, takes an aggressive, multichannel approach to its advertising. They already used search and social to attract new subscribers, but they still needed to add email to the mix. Half of their target audience (aged 55 and up) subscribes to email newsletters, and 57% click on relevant ads in emails. So, The Motley Fool started to place targeted ads in email newsletters from premium finance publishers. As a result, they generated hundreds of new subscribers each month.
Then there’s Rainmaker Ad Ventures, an online media buying powerhouse with campaigns across channels like email, web, and push notifications. As a result, Rainmaker Ad Ventures can advertise with publishers that don’t sell direct ads but still have massive, high-quality audiences. And they can drive traffic back to client sites and improve performance at scale.
Multichannel advertising technology
Advertising technology (AdTech) and marketing technology (MarTech) are converging to create a new beast: MadTech. As publishers are redesigning their marketing strategies for the digital age, they need the right tools to engage their audience, deliver personalized messaging, and tap into new revenue streams — automatically and all from one, unified system. MadTech platforms give them the ability to gather, parse and analyze their data alongside the solutions to leverage that data effectively.
This kind of advanced advertising technology is vital for multichannel distribution, since it allows brands and publishers to deliver customized messaging at scale. That is, they can build one-to-one relationships with each customer — millions of times over, across just the right channels.
Reach the right customers — across channels
PowerInbox was built to help brands and publishers advertise across channels, including email, web browsers, and push notifications. We match premium brand content with top-tier publishers to reach millions of consumers with targeted, relevant ads at the right time and on the channel each one prefers.
Ready to get started with multichannel advertising? Reach out today to learn more.