As brands have shifted to an increased digital presence, it has become more important to prioritize a cross-channel ecommerce strategy. By 2025, it is estimated that a quarter of all global retail sales will take place online. Therefore, a holistic ecommerce strategy is the obvious next step, but developing one that works efficiently with your brand can be challenging. As enterprise brands continue to expand their presence online, their efforts will likely involve more than one ecommerce channel. That said, discovering a way to seamlessly tie multiple channels together to achieve sustainable growth will play a crucial part in your marketing journey, regardless of whether you’re utilizing SEO, paid media, conversion rate optimization, or digital PR.
By 2025, it is estimated that a quarter of all global retail sales will take place online.
A multi-channel strategy offers many advantages to your brand, including a unified brand image and, therefore, a better presence in the consumer’s mind. It expands your reach into new and different platforms, which allows for a more extensive customer base and higher conversion rates. By marketing across many channels, you can connect with each consumer on their preferred platform, creating a more seamless consumer experience. To develop a successful multi-channel marketing strategy, there are some key factors to implement in your approach. By leveraging knowledge from one ecommerce platform to another, you will be able to execute multi-platform strategies to grow your brand.
Developing a holistic multi-channel ecommerce strategy is more than running the same advertisements on multiple online platforms. To create an efficient approach, you must recognize that platforms compete with each other for budget and other resources. With this in mind, crafting an appropriate strategy requires more analysis. Multi-channel marketing involves homogenizing your brand experience across platforms and analyzing key performance indicators (KPIs) from different channels. You can use these KPIs to understand where to allocate funds to drive conversions or alter your approach. Ideoclick provides a free brand analysis that helps to identify the category wins you’re losing to innovation gaps.
Decision-making must be data-driven when implementing a cross-platform strategy. It is essential to base your strategy on data gathered from previous campaigns. If you are expanding into a new channel, look at previous KPIs such as average cost per conversion and click-through rates of online ads. Comparing these metrics to those of the new campaign can help you measure progress and understand which areas need to be improved based on your marketing platform. Depending on your target audience, one platform may be more appealing than another, so you will see faster growth in that area. Underperforming channels may need more allocated funds or a different advertising approach.
Decision-making must be data-driven when implementing a cross-platform strategy. It is essential to base your strategy on data gathered from previous campaigns.
Conversely, a new platform in the market may not initially drive many conversions, but you should allocate more funds to that area in anticipation of expansion. Gathering KPIs from multiple platforms will help you to identify critical patterns in the market and determine the best course of action based on consumer behavior. Aggregating the data reveals consumer preference in the platform and in the product, allowing you to appeal to consumer preferences on underperforming platforms and encourage growth on high-performing platforms.
Next, although you are creating a multi-channel strategy, it is crucial to recognize that each channel is unique in its interactions and therefore requires individual attention in terms of paid versus organic advertising. Some brands require less budget, while others require a little more push. Amazon’s online platform is extremely well-known, but because it is so large, it has some discoverability issues. It may be harder to promote a product completely organically on a site like that versus a smaller platform like Walmart.com, that only accepts a few products per brand. Ideoclick’s strategy examines KPIs on each channel to determine the appropriate balance and budget distribution.
Although advertising strategy varies across platforms, manufacturer best practices largely do not. Consumers expect brand image to persist across platforms. It is important you ensure you have consistency across every channel. An interaction with your brand on Target.com should look nearly identical to an interaction on Instacart, even if the process of driving that interaction varies between the two platforms. This contributes to the satisfaction of your customers and also allows you to streamline your image from channel to channel.
With deep knowledge-based in Amazon, Ideoclick analyzes and automates campaigns to succeed across multiple platforms. We leverage our Amazon knowledge to expand and mirror or alter strategies as needed. Our ability to integrate advertising strategies delivers greater efficiencies, less price compression, and more sales for your brand across marketplaces. We apply this knowledge to other leading ecommerce platforms like Walmart, Target, and Instacart.
Successfully develop a holistic ecommerce strategy for sustained brand growth by learning more about our multi-channel ecommerce expertise.