With the rapid rise of mobile and internet users in Vietnam, not only SMS but also multi-channel messaging through OTT platforms and social networks has become a “fertile ground” for businesses to leverage in marketing and customer engagement. However, does sending more messages necessarily lead to better results?
According to the Ministry of Information and Communications, the internet penetration rate in Vietnam is estimated at 78.1%. As of July 2024, the number of mobile broadband subscribers has increased by 7.6% compared to the same period in 2023, reaching an average of 91.9%.
These figures indicate a strong growth in internet users in Vietnam. Mobile devices and electronic gadgets are now ubiquitous, covering almost 100% of the population. This expansion has fueled the rise of messaging and mobile applications, providing businesses with opportunities to implement multi-channel messaging campaigns. However, questions remain: How should businesses send messages? Which channels should they choose? And how should they measure effectiveness?
1. Why multi-channel messaging is not always a “good strategy”
Missing the target
In the battle for market share, brands aim to maximize their presence in customers’ sightlines with high-frequency exposure. They attempt to push content across all social platforms, run ads on every media channel, and spam messages on multiple platforms, hoping to reach as many people as possible. However, this outdated approach often backfires, alienating customers and making businesses question the effectiveness of their media efforts.
A luxury watch brand expanded its media campaign across all channels, from TV, newspapers, and social media to messaging apps. Instead of focusing on high-income fashion-conscious customers, they inadvertently reached audiences with no demand or purchasing power for their products. The result? Instead of creating meaningful touchpoints with their target customers, they irritated unrelated audiences, diminishing brand value and wasting marketing resources.
Customer annoyance – a critical mistake in customer service
According to Gartner Research, 83% of internet users agree that “not all ads, but I want to filter out annoying advertisements.” What frustrates customers is not receiving messages but rather content that they perceive as “spam.” These are messages irrelevant to their needs and offering no real value.
Today’s consumers have abundant choices and appreciate a personalized shopping experience. However, they are also highly sensitive to excessive messaging. If a customer receives the same content via email, SMS, and app notifications in a single day, it does not make them feel valued; instead, it creates frustration. Over-messaging can turn customer engagement efforts into intrusive, unwanted content delivered at the wrong time and place. Consequently, customers react negatively, lose trust, and even abandon the brand.
Dispersed resources and inefficiency across channels
The digital age has introduced numerous social and communication platforms, opening up new opportunities for businesses to connect with customers. However, each platform operates differently, caters to different user groups, and delivers varied communication outcomes. A social network with a large user base does not necessarily mean it is where a business’s target customers are active.
A successful multi-channel messaging strategy requires significant investment in time, human resources, and budget. Attempting to cover every channel may not create stronger engagement but rather disperse resources on irrelevant touchpoints, leading to diluted advertising budgets. Additionally, inconsistent messaging across channels weakens brand impact, failing to leave a lasting impression in customers’ minds.
Data security risks
With AI-driven advancements, tech giants are fiercely competing for control over user data. Since the 2018 Facebook-Cambridge Analytica scandal, users have become increasingly cautious about sharing personal information and are more concerned about data privacy and security.
Privacy concerns not only affect consumers but also pose major risks for businesses. When data is scattered across multiple platforms, security vulnerabilities emerge. A data breach can result in legal consequences and severe damage to a company’s long-standing brand reputation.
Operational complexity and scalability challenges
A Sprout Social survey found that 90% of executives believe that leveraging multiple communication channels gives them a competitive edge. However, a successful campaign is not just about spending heavily to reach as many people as possible. Unchecked expansion can lead to:
- Misallocated marketing budgets, driving up costs beyond projections.
- Wasted potential of marketing teams or employee burnout from managing too many channels simultaneously.
- Increased operational complexity, requiring additional time, staff, and tools for monitoring, analysis, and reporting.
This is why the “multi-channel challenge” is common among businesses. However, few sustain it long-term due to scalability, cost, and operational difficulties.
2. How many channels should you use, which ones, and how should you implement them?
There is no fixed number of channels a business should deploy, as it depends on factors such as industry dynamics, company characteristics, and available resources. However, one crucial step before developing any multi-channel marketing strategy is building a Customer Journey Map (CJM) and collecting relevant data.
A CJM helps businesses visualize critical touchpoints along the customer journey—from need recognition to becoming a loyal customer. Each industry has unique purchasing behaviors, making some touchpoints more relevant than others. Adopting a one-size-fits-all approach to customer engagement creates gaps in marketing execution and customer service.
Richard Vaughn’s FCB Grid categorizes products into four groups based on two key factors:
- Level of involvement: High or Low
- Decision-making basis: Rational (Think) vs. Emotional (Feel)
This results in four quadrants, each requiring different marketing strategies:
- No.1 (High involvement / Think): Rational, high-engagement purchases like cars, insurance, and high-end electronics. Customers require extensive information and time for decision-making.
- No.2 (High involvement / Feel): Emotion-driven, high-engagement purchases like luxury fashion, jewelry, and premium cosmetics. Customers seek emotional satisfaction and personal value.
- No.3 (Low involvement / Think): Rational, low-engagement purchases like everyday consumer goods (soap, toothbrushes). Decisions are made quickly without much deliberation.
- No.4 (Low involvement / Feel): Impulse-driven, low-engagement purchases like snacks, beverages, and mass-market cosmetics.
Depending on the product category, businesses must position themselves within the FCB Grid to design an effective customer journey and marketing strategy. This ensures they choose the right channels, craft compelling messages, and engage customers effectively.
How to execute an effective multi-channel messaging strategy?
To optimize messaging strategies and craft content tailored to each customer journey stage, businesses should leverage customer data from multiple touchpoints for acquisition, nurturing, and retargeting.
Studies show that 80% of business revenue comes from existing customers, and retaining them is significantly more cost-effective than acquiring new ones. Leveraging customer data for post-sale engagement yields substantial benefits.
In the customer shopping journey, Marketing Automation plays a crucial role in creating a seamless and enhanced shopping experience. This technology enables businesses to automate marketing activities (such as SMS, Email, and Social Media) throughout the entire process, helping them save time while still delivering an optimal shopping experience and strengthening customer relationships with the brand.
3. Messaging platforms – the key to effective multi-channel messaging
To help Vietnamese businesses optimize multi-channel messaging, GAPIT introduces GapOne—a multi-channel data collection and management platform offering:
- Integration with six leading messaging and notification channels.
- Automated marketing and customer service messaging with real-time campaign analytics.
- Fall-Back feature to maximize customer reach and minimize information loss.
We hope this article provides businesses with valuable insights on effective multi-channel messaging. Contact GAPIT today for expert consultation!