Multichannel marketing has been the key to business and revenue growth, as it includes social media, mobile marketing, digital commerce, and more. However, almost half of marketers still have difficulty with multichannel marketing and similar advanced techniques that are efficient in reaching the right audiences at the right time.
Nevertheless, the real benefits of multichannel marketing strategies are based on the tools, data, and talent that is utilized with the campaigns. With the right objectives and insights, companies can align their marketing efforts to tailored customer personas. This way, the marketing team’s capabilities are strengthened and the marketing efforts will have a direct impact on the company’s bottom line.
Furthermore, plenty of marketers are also struggling to figure out how all of the different data streams and channels from the campaigns are able to drive businesses towards the outlined goals. And to truly address the potential blind spots and center the campaigns’ measurements towards a successful marketing strategy, and an overall successful business venture, the metrics should be focusing on the responses from the consumers throughout all the marketing opportunities.
There are three possible ways that the target audience can respond to any marketing strategy. First, through the measurable actions in response to the strategies that show the consumers’ interest but aren’t directly connected to the outcomes of a business. Next, are the measurable actions in response to marketing strategies that can be directly connected to the outcomes of a business. Thirdly, are the indirectly measured actions such as social listening or consumer surveys.
The simplest metric for marketers is the actions that consumers take because they directly connect the audience’s actions to the business outcome. This includes things like clicked buttons, direct searches that lead the potential consumers to the company’s website while encouraging them to make a purchase, or following links in email newsletters that lead the consumer to take a desired action.
Engagement is essentially how interested is the general public, or the target audience in a particular ad, a promoted product or service, or the brand itself, and the actions that these people take that aren’t directly connected to the business outcome.
This indirect connection is what tends to lead marketers to question how engagement can relate to a company’s values, as well as leading them to try and understand the relative values of the different actions from the target audience. Although there isn’t a standard tool or method that can be used to compare audience engagement with a brand or its solutions, it’s clear that some of them can be used to compare different channels, campaigns, or strategies.
This is a metric that follows the impact of the exposure of the marketing efforts of a business, and it’s measured through different indirect ways, such as social listening tools, branded searches, or customer surveys.
These consumer actions don’t always result in the customer taking the desired action but are a way for companies to understand how effective certain campaigns really are.