Edited by

Andrea Ranieri Palma


5 advices to improve your business multi-channel strategy

Omnichannel Marketing





During last year, the vast majority of people has experienced an unprecedented lack of mobility which produced a significant increase in the use of mobile devices, such as tablets and smartphones. According to Forbes, the total number of hours spent in front of a smartphone screen in 2020 reached a staggering total of 1.6 million billion hours.

To put in perspective the enormity of this number, a round trip from planet Earth to Mars takes about 10,200 hours, about the equivalent of 14 months.

Nothing surprising considering that the average user spends most of its day with a smartphone glued in the palm of its hand.

The effect on consumption patterns is tangible and affects all segments of the population across the board.

Numbers and statistics fully support the narrative of a real revolution: the total number of users who own a smartphone has reached the threshold of 67% of the world population and 80% of these users have used their phones to buy at least one product online, during the last year, generating, in the first half of 2020, about 50 billion in revenues in online commerce.

On average, a user spends about a quarter (about 6 hours) of its day using a smartphone. To support this statement there’s evidence showing that the number of mobile application downloads increased by 25% compared to the previous year and a further increase of 45% is expected over the upcoming year.

These numbers describe the immense commercial potential of a medium whose use is essentially embedded in many aspects of our daily life. Mobile devices represent a channel whose marketing strategy is increasingly fundamental for the development of your company, whatever the industry of reference is.

Our team at Fontoso truly believes every business should think about its multi-channel strategy and find time and resources to invest in its development. As it follows, we’ll give you some precious advices which hopefully will be food for your thought when thinking about your next multi-channel marketing action.

How can businesses build a multi-channel marketing strategy to take advantage of both mobile and desktop devices?

Here are 5 precious advices to improve your marketing strategy:

1) Take advantage of geo-location data

Geo-location info are a very valuable piece of data, and it is important that your online channels make the most out of them in order to improve content and products suggestions relevancy.

represents a source of information that will become a valuable asset useful to further develop a brand, making possible to re-direct the right people towards content and products relevant for their preferences.

A typical example of a correct use of these information is the localization of textual content in users’ native language. With a similar logic, dynamic pricing strategies can be applied to better suit your pricing strategy according to willingness to spend expressed in geographic areas and markets a brand intends to reach.

2) Optimised multimedia content

The content posted by your brand must be consistent with the format and consumption models of your customers and potential ones.

For example, the exponential growth of minutes spent watching a video is now under everyone's eyes, making it the most used medium for information and promotional purposes, with social media as catalysts for what has now become an irreversible process.

Furthermore, the use of video content has a significantly positive effect on conversion rate for promotional landing pages and product pages.

However, marketing strategist need to be aware there’s a need for balance when defining the mix of proposed contents, and pairing them with the right channel where to publish them in order to correctly plan the user acquisition strategy down to the last detail so that users experience is fluid and enjoyable.

In this regard, it is right to mention the importance of proper SEO optimization to improve your web page performance, whose content, although the proposed format may be attractive, has a major impact on it.

Indeed, in search engine result pages advantage web pages whose content is mobile-optimized in terms of loading speed and ease of use in situations of limited connectivity.

3) Social media and personalized suggestions

The number of social media accounts used by a single user is, on average, equal to 8.

Each of these platforms reaches different target audiences, involving the audience in a unique way compared to competing platforms by focusing on a differentiation process involving the format with which user can produce and publish content.

A striking example of this phenomenon is the parallel between video content produced in the "reel" format of Instagram and the native video format of TikTok: two apparently similar contents, despite being offered on different platforms, collect preferences and reactions that are often not coincident - it is not given that a video went viral on TikTok could have the same success if inserted in the imaginary video "reel" of Instagram.

In practical terms, it is important that a brand is present on different social media channels, coherently with the values ​​proposed by the brand, while meticulously tracking and analyzing interactions with its public in order to build tailor-made market segments, from which is possible to obtain as much information as possible about the involvement of such followers.

4) Take advantage of multiple channels for your marketing strategy

By multi-channel strategy, or more generally defined, omnichannel strategy, we mean a strategy which includes an approach aimed to exploit synergies between sales and communication channels best suited for products and services offered by a brand or a company.

Choosing an approach that maximizes revenue potential is now imperative for every brand active in both digital and non-digital marketplaces.

As described in the previous point, it is important to manage the online presence of your brand on social media channels, carefully choosing a balanced mix that prefers the most suitable channels according to the "tone of voice" adopted by your company, and the market segment to which it mainly speaks to.

However, imagining a multi-channel strategy from a marketing funnel perspective, marketing actions on social media channels represent advertising stimuli mainly aimed at acquiring new users and stimulating actions by those still undecided about a possible purchase of products or services.

Therefore, it is essential to identify and diversify acquisition strategies (i.e. use a promotional video rather than a form to be filled out to download informative material), carefully choosing the promotional copy, and graphical content, while maintaining its own visual identity and value proposition consistent with the positioning of the brand with respect to the market segments to be reached.

5) Use big data to differentiate from competitors

Each consumer is first of all an individual, with particular preferences and needs (to be satisfied, within a short time-frame dedicated to examining alternatives available).

This is an axiom that every marketing strategy cannot ignore, in order to best determine one's own marketing approach with respect to new or already explored segments of a company's value proposition, taking into account the behavioral characteristics of the segment concerned. promotional action.

Here are some classic examples of promotional differentiation:

Examples of differentiation

  1. Diversify promotional messages among existing customers segments (recurring) and new potential leads to be transformed into new customers (acquisition).

  2. Define different marketing emails and promotions depending on the quantity of orders over time, customer loyalty, and behavioral data (i.e. cart abandonment, discount coupons used, content of previous orders).

  3. Diversify the promotional message based on visited webpages and previously purchased products.

  4. Propose complementary products (based on user preferences) among the suggested elements within individual product pages.

In order to plan a marketing strategy which is likely to intercept needs and preferences of a segment it aims to stimulate, it is important to have a digital architecture which is receptive to micro-data (i.e. cookies and metadata) visiting users generate throughout each interaction with a brand online, and at times offline, touchpoints

Through the analysis of large quantities (i.e. big data) of aggregated micro-data, it is possible to obtain valuable information to optimize your promotional campaigns performance.

It is of paramount importance to know how to use these data in order to build a granularly differentiated marketing strategy aimed at all customer segments identified in the marketplace.

Succeeding in these activities allows brands to be able to generate a stable and lasting increase in the revenue streams and make it sustainable over time.


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