Introduction

In today's hyper-connected world, consumers navigate a complex digital landscape. They research products on their phones, browse social media on tablets, and make purchases on laptops. Gone are the days of relying solely on brick-and-mortar stores. To thrive in this ever-evolving digital ecosystem, businesses need a strategic multichannel digital marketing plan to capture attention, nurture leads, and ultimately drive conversions. In the old days, businesses relied on brick-and-mortar stores. It was a single-channel opportunity for the marketer. With digital transformation, businesses have multiple touchpoints, such as offline and online touchpoints, as described below.

Offline:Physical stores and print materials

Online:Websites, emails, social media, TVs, videos, ads, text messages, blogs, etc. Thus, by optimizing content and marketing specific to the channels, they have multiple channels to grab a vast audience, which is available cumulatively on all channels. Of course, one more term confuses marketers in the digital arena: omnichannel marketing.

Difference between Omnichannel and Multichannel Digital Marketing:

When a prospect begins its buying journey with a single channel and finishes it on the same channel, despite multiple channel options available, it is called multichannel marketing.

However, a prospect begins its journey with a single channel but accomplishes it using multiple channels moving from one channel to another; it is an omnichannel marketing opportunity.

With this clarification, we will consider omnichannel marketing as a part of multichannel digital marketing opportunities onwards.

Interestingly, web media requirements differ from mobile, social, TVs, and other media and vice versa. When you plan digital marketing strategies, you must prepare separate digital marketing strategies for each channel to provide coherent omnichannel and multichannel experiences.

Thus, crafting a successful multichannel digital marketing plan to capture and convert a vast audience is challenging, hence experts from Jeel Techsoft, are sharing insights on how to tackle this in our blog post.

What To Include in a Multichannel Marketing Plan?

It’s a trivial question, but our marketers have the answer to it.

The marketing team must have detailed customer profiles tagged with relevant marketing communication channels for each.

Clear and SMART objectives to acquire and retain customers.

The integrated marketing communication channels are used across multiple platforms to capture and convert audiences.

I have hands-on expertise in marketing tactics, including content marketing with inbound focuses.

Marketing metrics to define effectiveness, execution, and influence.

Multichannel Digital Marketing Planning Frameworks

Out of various multichannel digital marketing planning frameworks, RACE and SOSTAC are widely used frameworks today. Let’s know them.

RACE stands for Reach-Act-Convert-Engage steps of marketing. The RACE Framework is a customer journey-focused approach to multichannel marketing. It emphasizes reaching your target audience, prompting them to interact, converting them into customers, and then fostering ongoing engagement. Here's a breakdown of each stage:

Reach: This stage focuses on building brand awareness and visibility across various channels. This might involve social media marketing, search engine optimization (SEO), content marketing, or influencer marketing.

Act: Here, the goal is to encourage interactions with your brand. This could include website visits, social media engagement (likes, comments, shares), or downloading content offers. Calls to action (CTAs) are crucial in this phase.

Convert: This stage focuses on turning engaged leads into paying customers. It might involve optimizing your website for conversions, crafting compelling product descriptions, or offering targeted promotions.

Engagement:The final stage is all about building long-term relationships with your customers. This can be achieved through email marketing, loyalty programs, personalized recommendations, or engaging social media content.

The SOSTAC Framework provides a structured approach to developing any marketing plan, including multichannel campaigns. It focuses on setting clear goals, defining strategies, and implementing tactics with measurable outcomes:

Situation:This stage involves understanding your current market position, target audience, competitor landscape, and internal strengths and weaknesses.

Objectives:Here, you define clear and measurable goals for your multichannel campaign. These goals should be SMART (Specific, Measurable, Achievable, Relevant, and Time-bound).

Strategy:This is where you outline the overall approach “HOW” to achieve your objectives. This involves identifying the most effective marketing channels and crafting a cohesive message.

Tactics:This stage delves into the specific actions you'll take within each channel. This could involve content creation plans, social media strategies, or email marketing campaigns

Action:Here, you develop concrete action plans with timelines and assign responsibilities for implementation.

Control:The final stage is crucial for measuring the success of your campaign. This involves defining key performance indicators (KPIs) to track progress and make adjustments as needed.

Advantages of Multichannel Digital Marketing Plan

With a solid multichannel digital marketing plan,

You’ll have clear and realistic goals to achieve.

You’ll have the best strategy to hit those goals.

You’ll have adequate details of the tactics and acts to turn strategy into actions.

You’ll have a method to check whether you’re on the track of your plan or not.

Conclusion

Create a well-rounded and data-driven multichannel digital marketing plan. So, you can capture a vast audience, nurture the leads, and drive conversions to see growth and success.

Of course, we have an expert and experienced team for digital marketing to formulate effective digital marketing strategy, including website marketing strategy and digital marketing strategy framework suitable to your business.

You can consider Jeel Techsoft a perfect destination for your marketing needs. Let’s have a call with the marketing team to discuss more.