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What Is Multi-Channel Digital Marketing?

In the competitive world of digital marketing, companies need to find the best method of standing out. Luckily, there are multiple ways in which a marketer can reach their target audience.  

To boost their chances of success, a marketer may use a combination of different channels, both online and offline. This is known as multi-channel marketing

Multi-channel marketing is sometimes confused with omni-channel marketing, but there is a key difference. “Multi-channel” refers to the use of numerous channels, while “omni-channel” means all channels, indicating a more connected approach.

So what is multi-channel digital marketing? This is when marketers use online-only methods of marketing. Rather than traditional marketing efforts such as flyers, magazine advertisements, and billboards, digital marketers opt to portray their brand message through various digital marketing channels. Examples of these online channels include email marketing, pay-per-click (PPC) advertising, and search engine optimization (SEO).

In short, multi-channel marketing can involve a fusion of online and offline marketing activities, while multi-channel digital marketing focuses solely on online channels.

Benefits of multi-channel digital marketing

There are many benefits of taking a multi-channel digital marketing approach.

  • Better customer targeting: Using numerous channels means your marketing team has a higher chance of reaching a target customer. If one of your customers doesn’t use a specific channel, you won’t necessarily lose out because you can reach them on another one.
  • Increased number of sales: According to the Online Marketing Institute, it can take 13 “touches” to generate a sales-qualified lead. Broadening your reach will likely increase your number of leads, which will ideally convert to actual sales.
  • Competitive advantage: By adopting a multi-channel digital marketing strategy, you can effectively match your competitor’s presence on each platform and increase your brand awareness.

Disadvantages of multi-channel digital marketing

However, it’s important to be aware of the potential downsides of multi-channel digital marketing.

  • High cost: Naturally, paying for targeted ads on multiple channels will take a heavy toll on your company’s marketing budget.
  • Labor-intensive: It’s important to remember that you can’t replicate the same assets across different channels. For example, Instagram may require different image sizing than Pinterest, while TikTok videos should be more short-form than YouTube. This means more work for your design and motion graphics teams.
  • Incompatibility: Each digital marketing channel caters to a different audience, so you may find it difficult to create a unified message.

Want to learn more about how to manage your multi-channel digital marketing efforts? Check out Wrike’s project management platform.

Further reading
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What Is Integrated Digital Marketing?

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What Is Full-Stack Digital Marketing?

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What Is 360 Digital Marketing?

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How to Track Your Digital Channels With Digital Marketing KPIs