Hear, hear! Discover the simple and complete definition of multi-channel communication!

By Jennifer Montérémal

Published: 25 October 2024

Once upon a time, marketers relied on a limited number of channels to communicate and promote their brands: television, radio, press and billboard advertising for the most part.

But then the digital transformation of society came along, turning consumer habits on their head and opening up a whole new world of possibilities. Other media were added to the list, such as social networks, websites and emailing.

"A godsend", companies thought! More choice = more ways of reaching the heart of their target audience.

But beware: good multi-channel communication requires a thorough understanding of the concept, the issues surrounding it and the strategy to be deployed.

Let us tell you all about it.

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What exactly is multi-channel communication?

Definition of multi-channel communication

Multi-channel communication refers to the fact that a company uses different channels, digital or otherwise, to implement its communication strategy:

externally: with customers, prospects, suppliers, partners, service providers, etc,
but also internally: with employees.

In this sense, we also talk about integrated multi-channel communication: each relevant channel is included in the action plan, and in a coherent way.

💡 Note: when operations are aimed at prospects and customers, there are many media to exploit. But in general, there are two types:

Media communication channels: as the name suggests, these involve using media such as television, radio or the press. These media are also online (online press, social networks, etc.).
Non-media communication channels: their advent is partly due to the need to offer an alternative to mass marketing, in order to better target and personalise messages: website, emailing, SMS, etc.

Discover all the communication channels available to you in our dedicated article!

Why it has developed

It's a simple fact: multi-channel communication is a natural way for companies to benefit from new ways of communicating their messages and interacting with their target audience. All the more so in an environment where consumers regularly move from one medium to another throughout their purchasing journey.

But the multi-channel strategy has also developed as a result of technological developments. With the digital transformation, digital communication has become essential. A new world is opening up for brands, full of opportunities to seize. Websites, social networks... the angles of attack are multiplying, and the revolution is still underway (cuckoo for the metaverse).

What about omnichannel and cross-channel communication?

The notion of cross-channel is similar to that of multi-channel, but there is a nuance.

While multi-channel refers to the diversification of channels, cross-channel implies acting "simultaneously". This approach is based on the assumption that consumers pass through several points of contact throughout their purchasing journey, and that the channels are therefore interconnected.

Multichannel communication and omnichannel are also closely related concepts, but the latter implies more than a connection between channels: it is a genuine harmonisation, to create a memorable and unified customer experience.

So what's at stake?

Knowing your communication channels...

A multi-channel strategy requires you to make full use of the communication channels at your disposal.

And to do that, you need to understand them properly, because each one has its own :

specific features,
mechanisms
codes,
advantages,
disadvantages, etc.

... and get to know your customers!

But above all, you need to know your target very well. The aim? To avoid spreading yourself too thinly and keep your actions relevant.

By gaining a better understanding of the personality, aspirations and behaviour of your customers and prospects, you can :

Choose the most appropriate communication channels,
understand how to take advantage of them.

Carry out coherent communication actions

Multi-channel communication requires consistency in all your actions.

This way, you spread a strong and consistent brand image, both in terms of content and form, to better impact consumers' minds.

💡 Tip: to achieve this, it may be a good idea to use dedicated software. Take PIMALION, for example. Both :

DAM (Digital Asset Management),
PIM (Product Information Management)
and ETL (Extract Transform Load), the tool lets you control and harmonise all your content. Collaborate easily internally, ensure the consistency of your actions (compliance with the graphic charter, for example) and then easily distribute your content (media, product information, etc.) across all your communication channels.

Persevere and renew yourself

Finally, a good multi-channel marketing and communications strategy is a long-term one. Regularly offer content on a variety of channels, show that you're renewing yourself, innovating... In other words, don't let routine set in and surprise consumers so that they don't tire of you.

What's more, building a long-term relationship with them will contribute to the longevity of your company.

Why use several communication channels? The 4 key advantages

Advantage 1: You meet consumers' needs

The rise of digital technology has profoundly changed the world of consumption.

Today, a whole generation of people, fed up with the internet and social networks, has changed the paradigm. They demand simplicity and immediacy.

By multiplying the points of contact and the opportunities for transmitting your messages, you can respond to the needs of these new consumers... and do well in an increasingly competitive market.

Advantage 2: you increase your sales

The more you cover your market, the more you multiply your chances of making yourself known... and therefore increasing your sales!

What's more, a multi-channel strategy involves determining the most profitable operations, adapted to your budget and in line with your objectives. This ROI approach helps to keep your cash flow healthy.

Advantage 3: You build customer loyalty

Multi-channel communication also promotes customer loyalty. By regularly distributing information (new product releases, promotional offers, etc.), you show your customers that you are always there for them. This will make it easier for them to come back to you.

What's more, because your actions are always aligned with their personality, their needs and their buying habits, you improve their customer experience and the perception they have of your brand.

Advantage 4: you encourage collaboration

Finally, the concept of multi-channel communication also applies to internal communication.

In this context, the diversification of media facilitates collaboration and the sharing of information and knowledge within the company.

How do you develop an effective multi-channel strategy?

#1 Identify the objectives of your multi-channel communication strategy

This is where it all starts.

Identifying your precise objectives will enable you to define your future multi-channel communications plan. Is it, for example, to acquire new customers? Building customer loyalty?

👉 For example, social networks are particularly well-suited to raising your profile.

#2 Get to know your target

Here again, this work is crucial to optimising the direction of your communication campaigns. For example, a given type of individual will be more sensitive to a given channel and message.

When you draw up your marketing personas, you become familiar with :

the socio-demographic profile of your target,
their needs, values and aspirations
their purchasing behaviour.

💡 By way of illustration, a young population will turn more to a social network like TikTok, and will appreciate a friendly, modern message. Older people will be more likely to be reached by television or radio, and will prefer a formal tone. For BtoB, email and a platform such as LinkedIn are preferable.

#3 Choose the right communication channels

Not every channel will work for you.

As you will have realised, your objectives, but also your personas, will guide your strategy.

But to fine-tune your message, you also need to understand at what point in the customer journey your target uses a given channel. The aim is to build a coherent path that will ultimately lead them to your objective.

👉 For example: going to your site to buy after discovering your offer thanks to targeted advertising on social networks.

# 4 Make the most of them

Each channel has its own mechanisms. Mastering them means understanding how to get the most out of them while bringing value to the audience. To do this, always adapt the type of information transmitted, the tone and also the regularity according to the medium chosen.

Certain channels, such as emailing and SMS, also encourage the personalisation of messages. It's a great way of getting closer to consumers and improving their customer experience!