Web Design | 30-12-2019 | Ashlie Lopez
For any business pursuing a multi-channel strategy, it is absolutely necessary to have a website that can support such an approach on a consistent basis. In order to implement a successful multi-channel strategy, the different marketing approaches such as PPC, SEO content marketing and others should be well aligned with each other and should be supported by the website’s technical aspects.
The key to success in this area is to have a highly responsive web design that can support multi-channel marketing activities. Most marketing companies in Dubai are aware of this concept and can easily deliver a website that is responsive to creating unified personas, cohesive marketing content and managing traffic from multiple channels simultaneously. Here are 5 tips for creating a supportive web design to deliver effective multichannel marketing.
1. A unified content management system
The first step in maintaining a web design suitable for multi-channel marketing is to ensure that the content management system (CMS) can help you create appropriate content. For instance, the content should address a single buyer persona and should be capable of being launched on multiple channels like Twitter, the official website and any other online platforms.
Moreover, the data should be easy to compile, process and customize for multiple marketing platforms. Only a reliable digital marketing company can offer this type of service to its clients.
2. Compatibility with multiple devices
The second step in building a responsive web design for multi-channel marketing is to make it responsive to different types of devices. People nowadays access websites on a variety of devices including desktop computers, laptops, tablets and smartphones.
This means that the website should launch easily with all its elements intact on the page and with all the data showing clearly, regardless of which device it is being viewed on. Another important feature of multi-device compatibility is that the website interface should be familiar to navigate when the same user views it on a different device.
3. Consistency of images
One of the challenges of creating responsive web design for multi-channel marketing is to maintain that images appear consistently on devices. While the movement of text across different lines does not make a huge change when the layout changes, images can suffer.
This happens if an image gets cropped out when changing from a landscape view to a portrait view and vice versa. In some cases, some essential information can be obstructed when images are edited in this way.
4. Adapting marketing data needs
Even if the consistency of data is maintained, the user interface and experience varies from device to device. When considering multichannel marketing, a user who visits the marketing content on a company’s Twitter page views relatively less data than a user viewing the same campaign or post on a Facebook or LinkedIn page.
This means that the website should use artificial intelligence and responsive design to determine the layout of the website and then present the right amount of content that can be displayed clearly while conveying the essential details of the message.
5. Designed for customer queries
One of the goals of multichannel marketing is to generate customer queries. If your marketing efforts are not generating leads from social media, search engine and other platforms, you are going to have a hard time evaluating the performance of your multichannel approach.
A responsive web design includes support for receiving customer queries from multiple channels without letting any slip along the way. Thus, the focus should not be so much on advertising alone, but also to support two-way communication through responsive web design. This requires creating multiple touchpoints for your customers to interact with your brand.
When it comes to multichannel marketing, the key is to have a web design that can enable as well as support such activities by effective engagement with customers. The audiences of a brand are present on multiple platforms so it makes sense to reach out to them where they are.
Secondly, the data and messaging need to be consistent so that it is compatible with different platforms and devices. Finally, it is important to have the website designed in such a way that it supports effective communication to and from the target audiences.