Multi Channel Marketing | Multi Channel Strategy

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What is Multi Channel Marketing?

After their first arrival, the telephone, fax, email, mobile phone and the internet were quickly adopted in business contacts and for business transactions, creating new channels to do business. These channels can be treated individually and often are treated separately. However the Multi Channel Marketing philosophy is aimed at managing all contact processes between customers and channel participants during all phases of the relation through combining two or more marketing channels which are reinforcing each other.

What Kind of Communications Channels exist? Types

Communication Channels can be categorized and used by businesses along the following dimensions:

• One-to-many (radio, television, magazines, newspapers) versus one-to-one communication (direct sales, service employees). Websites, email, letters, and telephone are somewhere in the middle.
• Impersonal versus face to face communication
• Social versus instrumental communication (aimed at efficiency)
• Interactive (internet) versus non-interactive communication (passive)
• One sense (radio, magazines) versus multiple senses communication (direct sales, virtual reality)
• Traditional (appealing to older, conservative people) versus new technology communication (appealing to young people)
• Compare also: TDC Matrix, Impact/Value framework and Twelve Principles of the Network Economy

Note that Multi Channel Marketing is about utilizing multiple channels to sell products or services, and must not to be confused with advertising through multiple mediums.
 

Usage of Multi Channel Marketing. Applications

• Both Business to Consumer and Business to Business.
• Both public and private organizations.
• As part of a Customer Relationship Management philosophy.
• Bricks and Clicks

Steps in Multi Channel Marketing. Process

Various channels can be preferable in various stages of the customer relation or sales cycle (see picture):

• Attracting
• Informing
• Advising
• Transaction / Contract
• Support / Service
• Relation Building

Strengths of Multi Channel Marketing. Benefits

• Increased efficiency and reduced costs by using the strengths of each channel in an optimal way.

• Increased market coverage and customer reach.

Limitations of Multi Channel Marketing. Disadvantages

• Managing many channels can be complex and challenging. Traditionally many business are organized by channel, which makes implementing multi channel difficult.
• Certain customers should be avoided in certain channels. This fact may annoy them if they find out about it.

• Potential channel conflicts, for example between direct sales channels and indirect channels (with partner firms). Compare: Bricks and Clicks.

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Expert Tips Advanced insights about Multi Channel Marketing (Multi Channel Strategy). Here you will find professional advices by experts. Consultancy Tips Teaching Tips Practical Implementation Tips Identifying the Causes of Channel Conflict Avoiding Pitfalls in Multi-Channel Marketing Channel conflict is generated when one channel member’s action prevents another channel from achieving its goal. Therefo... Measuring the True Effectiveness of Multiple Advertising Channels Advertising Effectiveness Large firms are spreading their sometimes immense advertising budgets over multiple channels (online, TV, radio, print, ... 5 Strategic Best Practices for Mixed Physical-Digital Businesses Bricks and Clicks Strategy, Clicks and Mortar Strategy, Mixed Digital-Physical, Digical Mashup Many (retail) firms run their digital and physical business independently. However, combining these two channels or oper...

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Compare with Multi Channel Marketing / Strategy: Channel Management  |  Customer Relationship Management  |  Analytical CRM  |  Operational CRM  |  TDC Matrix  |  Impact/Value framework  |  Bricks and Clicks

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