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Commercial prospecting: which communication channel to choose?

Which communication channel to choose for commercial prospecting? (omnichannel, multichannel, cross-channel)

It is often difficult to choose between different communication channels for a more effective business development strategy. Reaching the targets and spreading the message correctly means choosing the right contact points. To do this, you have three choices: omnichannel, multichannel and cross-channel. In this article, we will focus on the details of these channels.

This article will deal with the following points:

  • The elements to consider before choosing your communication channel
  • The characteristics of multi-channel
  • The features of omnichannel
  • The attributes of cross-channel

communication channel

Things to consider before choosing your communication channel

Before choosing your communication channel, it is necessary to take the following parameters into account:

  • objectives ;
  • offer ;
  • target audience
  • budget;
  • competitors.

Make sure you choose a channel that is in line with your company’s values to ensure a successful sales approach. If you are having trouble determining the budget needed for your commercial prospecting, you can consult our advice in this article: “Prospecting strategy: what budget should you allocate?”

The characteristics of multi-channel

Multi-channel refers to the use of several distribution channels in order to market a product or service. The channels used can be physical or virtual, and are based on two elements

  • unidirectional communication, which mobilises the major media;
  • interactive communication based on classic direct marketing channels such as consumer services, mailings, Internet, etc.

Multi-channel is aimed at marketing objectives such as information, finding new customers, selling and building customer loyalty.

The switch to using multiple communication channels has certain advantages. You can increase the penetration rate in the local area. It is also possible to optimise natural referencing on the web. You can even facilitate the use of online promotional tools, including reaching a wider and more diverse audience.

However, there are drawbacks to this strategy. In particular, multi-channel marketing can lead to competition between the different channels. In order to avoid this concern, it is necessary to achieve a synergistic combination between communication channels.

Many people often mistakenly believe that the term multi-channel is the use of a communication strategy that uses several media in parallel. However, multi-channel strategy is the simultaneous use of traditional and digital channels.

The features of omnichannel

Omnichannel is defined as the integration of all physical and digital channels in a comercial prospecting strategy. The omnichannel strategy is the evolution of the multichannel strategy. It consists of optimising the various distribution channels. It allows your company to mobilise sales contacts.

This type of communication channel has the advantage of offering a dual contact initiative. Your company can communicate with customers and vice versa. The omnichannel strategy is needed to optimise the relationship with customers. At the same time, the customer experience improves.

Omnichannel mobilises all distribution channels, be it shops, websites, social networks including LinkedIn, catalogues, telephone, etc. These channels are used differently, but are complementary.

The omnichannel strategy is distinguished from multichannel and cross-channel by the optimisation of the available channels. Multi-channel aims to vary the points of contact with customers and focuses on their overall experience. Cross-channel, on the other hand, proposes to create complementarity between the different contact points.

The attributes of cross-channel

Cross-channel is a distribution strategy that offers several channels. This approach is the result of the multi-channel strategy. Cross-channel differs from multi-channel because of the independence between the different channels used. In the multi-channel strategy you can use the instruments, without the risk of interference between them. In contrast, in cross-channel you use all channels simultaneously.

Cross-channel means interaction between the distribution channels. In this case, the consumer starts by shopping via Internet research. He usually uses shopping websites and price comparison sites. The consumer then goes on to test the products he is interested in a physical shop. Finally, he completes his order via an e-commerce application. This type of consumer illustrates the interest of multiplying distribution channels and making them interactive. The cross-channel approach makes it possible to promote sales opportunities and to guide the consumer throughout the purchasing process.

In order to promote a good customer experience, it is essential to set up promotional campaigns on all channels. To this end, it remains wise to provide the consumer with a satisfying experience during a visit online (promotional offers, discount coupons, etc.) and in the shop (gifts, advice, etc.).

Conclusion

Choosing the right communication channel guarantees the success of your business development strategy. Don’t forget that you can use all three channels at the same time. Nevertheless, whatever information transmission medium you choose, make sure that it is adapted to the message you want to convey, to your company and to its environment.

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