We’ve been using the phrase “multichannel messaging” a lot lately, and many people have been asking us to clarify what that actually means. So, in this article, we will take a deep dive into this topic and clear up any questions you may have about it.
Let’s get started…
TL;DR watch this video:
“Don’t put all your eggs in one basket.”
It’s a maxim for a reason. Because it’s true — especially in the publishing world.
Publishers used to put all their eggs in one basket, like Facebook or Google. Then they realized that meant relinquishing their data behind walled gardens and being subject to ever-changing algorithms and soaring ad prices.
Now they’re understanding the importance of building direct relationships with audiences and reaching them across their favorite channels — not just on one monopolizing platform.
That’s where multichannel messaging comes in as a must-have component for your audience engagement and monetization strategies.
Here’s what you need to know.
What is multichannel messaging?
Multichannel messaging involves providing personalized content to audiences across channels, such as email, push notifications, and web browsers. It’s not to be confused with multichannel marketing, which is using different distribution and promotional channels for the purpose of marketing.
For publishers, multichannel messaging is the key to reaching consumers on their favorite digital platforms with the content that matters most to them. Instead of saying, “I’ll just blast all these messages on Facebook and hope some people see them,” you can say, “I’ll reach this individual reader directly in their inbox with this new content I know they’ll love.”
Let’s look at an example. Say you run a website with news articles for the business industry. You’re about to publish an article featuring an interview with a cybersecurity subject matter expert. Wouldn’t it be great to notify readers specifically interested in cybersecurity topics once that article goes live? And wouldn’t you want to reach them where they’re already active, like on their web browsers and in their emails? With multichannel messaging, you can.
Why is multichannel messaging important?
Multichannel messaging is important for many reasons. It enables publishers to:
Reach consumers across multiple platforms
Most people use multiple channels when consuming content, interacting with brands, and making purchase decisions — 73%, according to Harvard Business Review. So you should use multiple channels to reach your audience.
Once you invest in multichannel messaging, you might also discover valuable channels you hadn’t considered. For example, 72% of people use push notifications on their browsers and smartphones to receive real-time updates from their favorite websites and apps.
But as a messaging channel, push notifications are still overlooked by publishers. Meaning there’s a big opportunity for you to swoop in and engage captive audiences with opt-in content.
Check out this video with our CEO, Jeff Kupietzky, in which he discusses content targeting and multichannel messaging:
Build a comprehensive view of each customer
When you expand your messaging operation beyond just one or two channels, you give yourself the ability to gather customer data from their experiences across the web. This allows you to better understand consumer behaviors and interests, and more effectively tailor your messaging to each user and audience segment. Doing this will help you provide a great customer experience.
Multichannel messaging can also play a key role in your monetization strategy to help you meet your bottom line and fund your content operation. With the right tools, you can deliver hyper-targeted ad content alongside with your messaging, such as with native ads and display ads, that caters to audience interests and needs.
How do you do multichannel messaging?
Multichannel messaging doesn’t mean running a bunch of splintered operations that never connect. Remember one of the biggest benefits of multichannel messaging is reaching consumers across touch points so you can engage them in the right places, at the right time, with personalized messaging. To do that, you need to break down internal silos and run your messaging from one, unified platform.
Here’s what that means.
You need one platform that can automatically analyze your content and user behavior to build smart consumer profiles. Your platform should then match relevant content to user interests in real time, and send that content directly to each audience member via their favorite channel — be it email, push notifications, or web.
And that’s just for subscribed users.
For unsubscribed users, your platform should be able to analyze their past behavior and propose the best subscription call-to-action on their favorite channel so they can become loyal readers. Once they subscribe, they’ll receive content that matches their interests across platforms.
Finally, your platform should have the capability to monetize your messaging with ad servers, analytics and reporting tools, and CPM-style tracking. You’ll want to use these features to complement your messaging with relevant direct-sold and programmatic ads that enhance the consumer experience and, of course, help you drive revenue.
How can you get started?
Multichannel messaging doesn’t have to cause a headache. It provides so many benefits that you should be able to launch your messaging, sit back, and reap the benefits of your cross-platform content.
That’s where PowerInbox comes in.
Built exclusively for publishers, PowerInbox is the all-in-one multichannel messaging platform for generating audience engagement, improving customer experience, and driving revenue. We help you manage and monetize your messaging in one place so you can reach consumers on the highest-converting digital channels — including email, push notifications, web, and emerging platforms that are ripe with opportunity.
Ready to start building your multichannel messaging strategy? Reach out today.