introducing of multichannel marketing

Multichannel marketing refers to the practice by which companies interact with customers via multiple channels, both direct and indirect, to sell them goods and services

Multichannel marketing refers to the practice by which companies interact with customers via multiple channels, both direct and indirect, to sell them goods and services. Companies use direct channels, ones in which the company proactively reaches the customer -- such as physical stores, catalogs and direct mail -- or indirect ones in which they push content via websites or social media, also known as inbound marketing.

Other means of reaching customers with multichannel marketing include mobile devices, text messaging, email, company websites, social media, search engine optimization or GPS to track customers' proximity to goods and services. Multichannel marketing combines the practices of inbound and outbound marketing with the goal of reaching customers on the channel of their choice. In this way, the buying process is more controlled by the customer than the marketer

Multichannel marketing is based on the fact that customers have more choices than ever in terms of getting information on products. The spread of available channels, including the growth of email, social media and mobile, has caused marketing departments to increase their presence on these channels in order to develop their customer relationship management (CRM) efforts.

The old ways of marketing, such as using print sources, telemarketing and broadcasting on radio and TV are no longer the sole focus of marketing departments. These methods are still present, but they are part of a bigger strategy that includes new media. Marketing strategies evolve along with changing customer tastes and communication preferences.

What is benefit of multi-channel marketing?

360-degree view of the customer. Feedback from customers helps companies understand what customers expect and how to improve product and service offerings. Companies can adjust marketing efforts and identify which channels work best for certain customer segments and how to target the needs of specific groups. Having a 360-degree view of the customer creates more marketing opportunities and a more personalized experience for customers.

Competitive advantage. A multichannel approach lets companies identify gaps in competitors' strategies and focus on channels that others do not.

Better sales management. Companies promote their message through as many channels as possible to collect feedback from different customer segments. Multichannel marketing encourages the use of crowdsourced information, which can help companies assess and improve their performance. This approach ensures resources are used efficiently and can reduce operational costs.

More information

Greater visibility and more sales. The more visible a message is, the more potential customers a company can attract. Marketing on a single channel reduces the potential to reach the most prospective customers. Companies can use their presences on various channels to mold a personalized image, build a customer following and boost retention and customer loyalty