What is Multi-Touch Marketing? – Steps for a Successful Campaign

With the rise of e-commerce platforms, the buying process has changed significantly. Gone are the days when you had to walk across town to your favorite boutique – there are tons of online clothing stores to meet your fashion needs. But it’s not all roses and sunshine for businesses. 

Although the advent of online shopping increases the exposure of a brand to more prospects, consumers are also more informed than ever. These consumers are bombarded with an endless stream of adverts and marketing messages from competitors. To stand out from the crowd, you need a marketing strategy to weaves through all this noise, hence reaching your target audience more effectively. That’s where multi-touch marketing comes into play.

What Exactly is Multi-Touch Marketing?

You cannot solely rely on one lead generation activity to drive sales. Marketers must realize that in today’s business landscape, it’s not possible to achieve high conversion rates by relying on one channel of communication with prospects.

A typical e-commerce customer might access over 10 touch-points before they make a purchase. With this in mind, you should have a strategy in place to reach out to these customers in as many platforms as logically possible. Additionally, you should have a way to monitor all touch-points to determine their effectiveness. 

Simply put, multi-touch marketing is a strategy to reinforce your brand by consistently sending out your message in several formats. The underlying logic is that the more your brand is out there, the higher the probability of converting prospects into customers and building trust. 

That cold call you made a week ago, the Facebook post your prospect liked, the email you sent over yesterday, or the informative blog post on your website – these touch points collectively increase the probability of converting a prospect. Multi touch marketing allows you to:

• Accelerate customers down the sales funnel
• Attain the goals of your marketing camping more effectively
• Streamline all your marketing efforts towards achieving a common goal
• Improve the performance of your marketing campaign
• Boost marketing return on investment (ROI)
• Improve brand awareness

3 Steps to Launch a Successful Multi-Touch Campaign

Step 1:  Understand your Target Audience

The first step in any marketing campaign is to know your audience or the consumer journey. Does your product or service offer value? E-commerce businesses must understand the factors that motivate their purchase decisions, their demographics, disposable income, and even the channels they visit frequently. For example; If you’re selling health supplements and essential oils, you should understand your target audience are most likely health-conscious customers who value quality over quantity. Therefore, your marketing message must address these needs and characteristics.

Step 2: Formulating a Relevant Offer

Once you’ve nailed the characteristics of your target audience, the next step is to come up with a killer offer to entice them. With e-commerce, this could include a discount, special offers, or informative tips and tricks. Create an email list by asking prospects to subscribe to your newsletter for an exclusive scoop on the latest developments.

Step 3: Finding the Most Effective Media/Touch Points

This is arguably the most important step in launching a successful multi-point campaign. The success of the campaign can be diluted by an unclear understanding of each channel and its impact on marketing goals.

This involves selecting the marketing channels you want to use based on the consumer journey and developing strategies to enforce them. It’s also crucial to de-silo your channels – that is, integrate marketing data from different touch-points maintained by separate channels. To help you understand the process of creating a successful multi-touch campaign, consider the following process: 

• Start with an email list by asking prospects to subscribe to your newsletter. With this, launch a targeted and personalized email campaign. 
• Employ social media Ads on different platforms depending on the projected activity of your audience in each.
• Follow the strategy down the funnel with Google Ads. Also, make sure you’re visible through SEO optimization.
• Finally, re-target the same audience with a different message to get them to convert.

What Next?

Times have changed, and you need to understand the impact and influence of each marketing campaign you launch. The modern customer is everywhere, and you should be there to address their concerns and convert them. A multi-touch marketing campaign allows you to create maximum impact, engage leads better, boost marketing ROI, and achieve your marketing goals or sales targets. Your message is reinforced in several ways that collectively push your audience further down the sales funnel. The key is consistency and providing value! See how we can provide a multi-touch marketing strategy relevant to where your audience is spending their time, and get you the best conversion rates with a Free Consultation., and make sure to check out the top influencer marketing agencies for more info.