The second of the #DigitalTrends SS '25: Multichannel

Digital Trends constitute the main technological and market directions that influence the future of the business. They represent real strategic guidelines for business planning, elaborated from the observation of current dynamics.

For season#TendenzeDigitaliSS25, we have identified three main trends, and in this article we focus on the second trend.

The multi-channel

Modern multichannel must be read from a strategic and critical perspective. Being everywhere is not enough: you need to understand where customers are, which channels they really use and what value they attribute to each point of contact.
It therefore becomes a service theme. A message can only be useful if it arrives in the right way, at the right time. In-app notification, email, WhatsApp: which channel is really effective for that customer?

A dynamic balance

The choice of channels cannot be static. Behaviors change, often rapidly. Channels that worked until recently can lose effectiveness or become risky. SMS messages, for example, have grown from an intimate medium into fertile ground for phishing. Emails are no longer read by many young people. Social media does not guarantee constant coverage. Each target requires specific evaluations. We therefore need a periodic review of the communication strategy: mapping existing channels, comparing them with the habits of its users and updating the structure accordingly.

Building carefully

Activating a new channel takes time, design, attention. It's not enough to want to introduce notifications into the app: the app needs to be used. It's not enough to want to integrate a channel, you need to do it at the right time and with the right content. Modern multi-channel is based on awareness and compatibility between tools, objectives and audiences.
The rule is simple: less, better and in the right way. Respecting the customer's time and habits means building a solid relationship, not just conveying a message.

Enabling factors

Some technologies are making it easier to build truly effective multi-channel.

• Telephone use remains relevant, albeit selectively.
• The growing diffusion of WhatsApp APIs allows direct and structured communication, even in the B2B field.
• The topic of ’“appification” is evolving: many web app restrictions are falling, making these solutions more accessible and flexible, especially because they do not require installation.
• The ability to send notifications via different tools has evolved: today we can be present, but we must learn to dose intelligently.

Tips

To tackle modern multi-channel effectively, here are some best practices:

• Define buyer personas well, so as to associate each target with the most coherent channels.
• It leaves the user to choose their preferred channel.
• Ask for consent gradually, avoiding overloading right away.
• Avoid the “anti-spam” effect: too much communication, too invasive, leads to the closure of the dialogue.
• Don't saturate the channels: the more personal a medium, the more delicate it is.
• Plan Alternatives: If a channel isn't effective, plan for an alternate route.
• Evaluate the impact of each message: today technology allows you to be direct, but don't assume that just sending an email.

In conclusion

Technology today allows us to reach people directly, precisely and on time. But we can no longer assume that it is enough “to send an email”: the future is not in the multiplication of channels but in their conscious integration.

Modern multichannel is not a list of means, it is a relational strategy. It means speaking to the right person, in the right way, at the right time.