Multi Channel Marketing

(noun)

uses many different channels such as email, websites, instant messaging, direct mail, telephone, etc. to reach customers and to provide them with information about products and the company offering them.

Related Terms

Examples of Multi Channel Marketing in the following topics:

  • Channel Integration

    • The integration of marketing channels to varying degrees is known either as multi-channel or omni-channel retailing.
    • The integration of marketing channels involves a process known as multi-channel retailing.
    • Multi-channel retailing is the merging of retail operations in such a manner that enables the transacting of a customer via many connected channels.
    • The pioneers of multi-channel retail built their businesses from a customer centric perspective and served the customer via many channels long before the term multi-channel was used.
    • Omni-channel retailing is very similar to, and an evolution of, multi-channel retailing.

  • Cross-Channel Customer Experience

    • A cross channel experience involves customers accessing multiple marketing channels to make purchases and to retrieve information and services.
    • The process must be customer friendly and each marketing channel must operate in conjunction with the other channels within the system to provide seamless and efficient service.
    • To be effective, multi-channel marketing must be supported by good supply chain management systems, so that product information and prices of goods are consistent across the various customer channels.
    • Cross channel marketing offers businesses an opportunity to market with surgical accuracy enabling them to use specific channels to target different demographic segments of the market or to aim at different socio-economic groups of consumers.
    • A cross channel marketing approach lends itself to detailed analysis and enables a business to review the return on investment from each channel and to measure it against customer response and conversion of sales.

  • Digital Marketing Characteristics

    • Pull digital marketing is characterized by consumers actively seeking marketing content.
    • In each of these channels, users must navigate to the website to view the content.
    • Subscriptions provide the opportunity to push content to fans and followers, prompting them to visit the brand's video channel, social media page, or corporate website.
    • There are other marketing strategies that may involve a variation of push or pull marketing.
    • For instance, multi-channel communications use push and pull message technologies simultaneously.

  • Digital Marketing

    • Push digital marketing technologies are more proper when done with the prior permission, the concept called as permission marketing.
    • Digital Marketing and Multi-Channel Communications Push and pull message technologies can be used in conjunction with each other.
    • This enables a marketer to benefit from both types of digital marketing.
    • The modernization and mobility of the consumer has forced marketers to innovate, spawning the direct digital marketing concept.
    • Direct digital marketing is an addressable digital marketing method.

  • Retail Marketing Strategy

    • Retail marketing strategies are dynamic and interactive.
    • A retail marketing plan must identify alternatives, establish challenging goals, have a detailed implementation plan and be based on the optimal marketing mix of tools and channel usage.
    • A multi-channel approach has increased the number of touch point opportunities giving consumers more access and exposure to product information than ever before.
    • The feedback and customer information gathered over the various marketing channels provides valuable information on customer demographics, lifestyle and purchase behavior.
    • Successful retailers are constantly marketing.

  • Types of Marketing Channels

    • There are basically 4 types of marketing channels: direct selling; selling through intermediaries; dual distribution; and reverse channels.
    • Direct selling often, but not always, uses multi-level marketing (a salesperson is paid for selling and for sales made by people they recruit or sponsor) rather than single-level marketing (salesperson is paid only for the sales they make themselves).
    • A marketing channel where intermediaries such as wholesalers and retailers are utilized to make a product available to the customer is called an indirect channel.
    • Dual distribution describes a wide variety of marketing arrangements by which the manufacturer or wholesalers uses more than one channel simultaneously to reach the end user.
    • Using two or more channels to attract the same target market can sometimes lead to channel conflict.

  • Channels for Consumer Goods

    • Marketing channels are sets of interdependent organizations involved in making a product or service available for use or consumption.
    • Based on this relationship, a marketing channel can be defined as "sets of interdependent organizations involved in the process of making a product or service available for use or consumption, as well as providing a payment mechanism for the provider. " This definition implies several important characteristics of the channel.
    • The structure and management of the marketing channel is thus in part a function of a firm's distribution objective.
    • It is also a part of the marketing objectives, especially the need to make an acceptable profit.
    • Channels usually represent the largest costs in marketing a product.

  • Developing a Market Segmentation

    • If Rolex chose to use a multi-segment strategy they would be marketing to every watch user and thus their brand value would diminish.
    • It is possible to reach potential customers via the organization's promotion and distribution channel.
    • There are two major segmentation strategies followed by marketing organizations: a concentration strategy and a multi-segment strategy.
    • Only one marketing mix is developed.
    • In the multi-segment strategy, a company focuses its marketing efforts on two or more distinct market segments.

  • Selecting Marketing Channels

    • There are four bases for channel alternatives marketers consider after conducting three preliminary activities which help determine goals.
    • The type of product dictates the number of marketing channels to use.
    • For example, a perishable item must get to the consumer on a timely basis, therefore the marketing channels would have be as short and direct as possible.
    • How many retailers and wholesalers in a particular market should be included in the distribution network?
    • The need to evaluate the performance level of the channel members is just as important as the evaluation of the other marketing functions.

  • Channels for Industrial Goods

    • A marketing channel is the network of organizations that work together to provide goods for consumption.
    • This definition implies several important characteristics of the channel.
    • This channel of distribution is commonly used to market accessory equipment, such as typewriters or operating supplies which include typewriting papers, pens, and office materials.
    • This is preferably used when an industrial product is new in the market.
    • Agents are middlemen who have market contacts and can provide sufficient information on possible markets.