Why A Multi-Channel Approach To E-Commerce Is Vital

SocialB Digital Marketing Blog Last modified: 14 Sep 2015 by SocialB

A multi-channel approach to e-commerce marketing has moved well and truly out of the beta phase and into one of the most important aspects of your marketing strategy. With more online shoppers than ever before, and record numbers set to shop online in 2015 and beyond, the need for a strategic, multi-channel approach to your marketing activities has never been so important. Here we will take a look at four crucial elements that are required to ensure your multi-channel campaign becomes a successful one.


Your website is your shop window and will facilitate a wide range of visitors from window shoppers to customers who are ready to make a purchase. It is the job of the website to cater to the needs of all visitors by making the research and purchase phases as easy as possible. The modern customer can become of your brand or specific offer through a multitude of channels. Whether it is a shared post on social media, a company blog or through an email, the website will need to support all of these external marketing efforts with accessible information on the website.

Email Marketing

Email marketing has seen its stock rise over the past few years and has become one of the most valuable and essential marketing tools out there. The ability to target specific audiences based on their previous shopping behaviours and arrive in a user’s inbox on a smartphone or laptop is incredibly powerful. The customers’ journey is as varied as it has ever been with many users seeing your content on a smartphone and then exploring this in further detail on a desktop/laptop computer. This old habit of making purchases on a computer is slowly being changed by the power of mobile websites and smartphones, but it is hard to deny that certain purchases are simply easier to perform on a computer. Email marketing is a powerful direct marketing tool that combines relevance and strategic deployment to maximum effect.

Social Media

With the likelihood that your customers are active on a wide range of social platforms, the opportunity to get your message into the social space through paid and organic social media has never been greater. Having a strategic marketing plan in place, your social media accounts will allow you to promote specific products as well as flash sales. Platforms such as Snapchat give brands an excellent opportunity to reveal codes for a few seconds to potential customers who follow the brand. Instagram is a great place to remind people of sales through eye-catching imagery. The aim across all of social media platforms is to generate engagement through likes, shares, and comments. Ensure that you are always posting shareworthy content.

Customer Data/CRM

Data has always been important to a business, but the value of it has never been appreciated more than it is today. Customer data has the potential to unlock some incredibly powerful information that can be used to shape the entire business direction and marketing strategy. Having the correct systems in place to capture, analyse and interpret this data is critical. Data is just data until you can put meaning and context behind the numbers and the people behind the numbers. If the CRM system within your organisation doesn’t deliver the right information or it doesn’t integrate with other systems then it is time to invest in a system that does.

An integrated and multi-channel approach to marketing is the key to success in today’s digital world. No longer can brands succeed in one area anymore. Every channel has to be aligned to the overall marketing plan with buy-in from key stakeholders across the organisation. For more discussion on this subject, please join us over on twitter.

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