News Headline
Guest Column: How multi-channel marketing strategy works post pandemic
MUMBAI : With Covid-19 behind us and all restrictions easing up, it is hardly surprising that things are returning to pre-pandemic levels. It is critical to recognise that businesses and organisations are prepared for such huge changes since, as we all know, we are not returning to the way we used to run our operations. Now that the market has opened up, there is enormous potential for marketers from all sectors to capitalise on these changing trends; organisations never expected to adjust into hybrid working so rapidly. According to McKinsey, firms have accelerated and been digitised in the last two years. It was expected to take it upto 2025, but they hastened it up by three years.
The pandemic has already demonstrated the necessity of multichannel marketing, which multi-channel marketers were aware of. It has considerably increased the use of digital channels. What makes multichannel marketing so crucial in today’s market is using diverse marketing techniques and platforms to contact and engage with a wide range of customers in a number of ways. The primary goal of multichannel marketing is to guarantee that the message reaches the target audience regardless of whatever devices they use.
The following are some strategies to consider while developing multichannel marketing strategies:
1. Leverage Data
Information is one of the most powerful tools accessible to marketers. Multichannel marketing generates a vast quantity of consumer data cache. Even if a message does not convert or produce an average or mediocre outcome, it nevertheless generates data. This never-ending cycle of developing and enhancing messages and content is the foundation of true multichannel marketing. Previous data and analytics may also be used to get information about what customers want at each touchpoint. Analyze the data and detect trends in your multichannel marketing initiatives to help you target customers more effectively.
2. Hybrid channel to elevate campaign
The most difficult problem for any multichannel marketing plan is determining the best mix for a campaign, and strategies to begin with research. Identifying the channels to produce the best outcomes in terms of client involvement. Few channels risk oversaturation and missing out on a greater number of prospective consumers, while many channels exhaust resources and create a gap in the customer experience. Multichannel marketing must be utilised to generate important and beneficial consumer experiences at every connection, rather than simply having a balanced number of channels.
3. Real connection with clients
The Covid-19 pandemic has caused a significant change in remote work for organisations all around the world. Working remotely has many benefits, but it has also increased isolation and digital weariness, resulting in digital overload. Savvy marketers have long recognised the significance of building genuine connections with their consumers, which means breaking through the digital clutter and reintroducing the customer to the actual world. Tangible and observable objects provide a sensory experience that digital interactions cannot provide.
The only constant is change, and as a marketer, you should be aware of it and be prepared to adapt to new difficulties and modify on the run. Multichannel marketing is critical for every marketer aiming to connect customers in a significant way. An effective multichannel marketing strategy necessitates a focus on how channels should perform independently. The goal is to convert targeted audiences into customers through improved interactions; interacting with consumers across numerous channels at various touch points means more opportunities to engage and convert consumers into customers.
The author is Arun Fernandes, Founder-CEO, Hotstuff Medialabs
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
