The Importance of Multichannel Advertising for eCommerce Businesses

For eCommerce businesses looking to expand their reach and connect with customers across various touchpoints, adopting multichannel advertising is crucial. It strengthens a sales funnel, making it more efficient and adaptable to changing market conditions.

But what are the other advantages of multichannel advertising? Why is advertising your products or services across different platforms important and useful for long-term growth?

In this article, Denis Zakharych, CEO at VIDEN, breaks down the key benefits of multichannel advertising and explains why it’s a vital component for the success of eCommerce businesses.

Table of Contents:

1. The Key Benefits of Multichannel Advertising for eCommerce Businesses
2. Let’s Create a Winning Advertising Strategy for Your eCommerce Business

The Key Benefits of Multichannel Advertising for eCommerce Businesses

Having a multichannel advertising strategy is essential for eCommerce businesses and diversifying across ad platforms can really pay off. For example, when we introduced TikTok Ads into the media mix for our retail apparel client, they saw an 18% sales boost with a profitable ROAS.

But being multichannel doesn’t mean you need to be everywhere. It’s about focusing on the 3 or 4 channels that truly resonate with your audience.

So now, let’s dive into the key benefits of multichannel advertising and see why it’s a smart move for the growth and success of eCommerce brands.

Enhanced Audience Reach

TikTok is great for building awareness, Google captures those actively searching for your product, Amazon is ideal for driving conversions, and so on.

Basically, each platform targets different stages of the customer journey and engages with distinct audiences. Therefore, by advertising across multiple channels, you ensure that your eCommerce brand is connecting with potential customers at different touchpoints, which increases the likelihood of conversions and improves overall campaign performance.

Reduced Platform Dependency

Changes in an algorithm or rising costs on one platform can seriously disrupt your sales funnel. But with a multichannel approach, you’re spreading the risk across several platforms, so if one takes a hit, you’ve still got others working for you.

As a result, you keep your eCommerce business’s revenue steady, even when the landscape changes and you gain the flexibility necessary to weather the ups and downs.

Improved Data Accuracy and Attribution

No single ad platform can provide a complete view of how customers make purchasing decisions.

Multichannel advertising, though, creates the opportunity to track customer interactions across different touchpoints and help eCommerce brands gather more comprehensive data. This empowers you to better understand which platforms are influencing conversions more and strategize your next move accordingly.

Besides, having traffic from multiple channels and platforms can be beneficial when analyzing performance changes caused by external or platform-specific factors. For example, if a drop in ROAS or conversion rate occurs on one platform, it’s likely a platform-related issue. On the other hand, if the impact is observed across all channels, the cause is more likely external such as a site functionality issue or outage.

Stronger Retargeting and Brand Recall

It’s a well-known fact that most customers don’t buy the first time they see an ad. For example, someone might click on a Meta ad but then need a reminder through a Google search or another touchpoint before making the final purchase.

This way, by running ads across multiple platforms, you keep your brand top of mind and reinforce your message at various stages of the customer journey, which increases the likelihood of conversion.

Increased Audience Engagement

Running the same ads on a single platform can lead to audience fatigue. Over time, repeated exposure to the same content can cause diminishing returns as users tune out.

However, once an eCommerce brand expands to other ad platforms, it diversifies its audience base, refreshes its creatives, and maintains greater engagement.

Greater Cross-Platform Synergy

Ads on one platform can complement and drive actions on another. For example, a TikTok video might create awareness, leading to higher search volume on Google, which then drives Amazon conversions.

In other words, a cross-platform synergy creates a cumulative effect, where each platform amplifies the results of the others and maximizes overall campaign effectiveness.

Better Response to Seasonality and Market Trends

Multichannel advertising helps you stay flexible and respond quickly to changes in consumer behavior whether it’s due to seasonality or trends.

For instance, TikTok could give you a big boost during a viral trend while Google ads might be more effective during peak shopping seasons when people are actively searching for products.

By spreading your ads across multiple platforms, you’re able to adapt to what is happening and/or trending in the market. You’re also able to make sure that you’re meeting your customers where they are, exactly when they’re ready to buy.

As you can see, having multichannel advertising in your arsenal leads to better results, protects your business from market shifts, and maximizes your ad budget.

Let’s Create a Winning Advertising Strategy for Your eCommerce Business

If you need help refining your advertising strategy or want to boost the performance of your Meta, Google, Amazon, TikTok, or Bing ads, book a call with our team, and let’s get started. We’re excited to help your eCommerce business grow.