Multi Channel Marketing | Multi Channel Strategy

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Managing all contact processes between customers and channel participants during all phases of the relation through the combination of two or more marketing channels that are reinforcing each other. Explanation of Multi Channel Marketing.


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What is Multi Channel Marketing? Description

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

Multi Channel Marketing - Channels and PhasesSteps 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 and indirect channels (with partner firms). Compare: Bricks and Clicks.

Multi Channel Marketing (Multi Channel Strategy) Forum
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Multi Channel Marketing (Multi Channel Strategy) Education & Events

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Expert Tips - Multi Channel Marketing (Multi Channel Strategy) Premium

Identifying the Causes of Channel Conflict

Channel conflict is generated when one channel memberís action prevents another channel from achieving its goal. Therefore, it is important to identif...
Usage (application): Avoiding Pitfalls in Multi-Channel Marketing

Measuring the True Effectiveness of Multiple Advertising Channels

Large firms are spreading their sometimes immense advertising budgets over multiple channels (online, TV, radio, print, other). But what channel is mo...
Usage (application): Advertising Effectiveness

5 Strategic Best Practices for Mixed Physical-Digital Businesses

Many (retail) firms run their digital and physical business independently. However, combining these two channels or operations makes it more attractiv...
Usage (application): Bricks and Clicks Strategy, Clicks and Mortar Strategy, Mixed Digital-Physical, Digical Mashup

Resources - Multi Channel Marketing (Multi Channel Strategy) Premium

Media Selection: Media Characteristics, Types, Advantages and Disadvantages

This presentation elaborates the concept of media, related to consumer behaviour and businesses. The presentation includes the following sections:
Usage (application): Mass Media, Media Selection, Channels, Advertising, Media Types, Media Scheduling

Channel Power in Multi-Channel Environments

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Usage (application): Multi Channel Marketing

The Internet / Social Media Revolution

Video shows how fast social media is growing. And gives a clear status of the position of social media by 2014.
Great starter for a discussion, p...
Usage (application): Social Media, Internet Strategy, Internet Impact, Digital Revolution

The 2 Worlds of Marketing and Sales

Funny explanation of Marketing and Sales by contrasting and comparing them with short sketches....
Usage (application): Making Sales and Marketing Work Together, Understanding the Differences

Multi Channel Communications

Short presentation about multi channel marketing, including:
1. Definition of multi-channel marketing
2. Channel options
3. Advantages ...
Usage (application): Multi Channel Marketing, Management

Multi Channel Marketing Diagram

Download and edit this 12manage PowerPoint graphic for limited personal, educational and business use. Republishing in intranets, websites, books, ma...
Usage (application): Multi Channel Marketing


Multi Channel Marketing Model


Multi Channel Marketing Approach


Multi Channel Marketing Model


Multi Channel Marketing Approach


Multi Channel Marketing Model


Multi Channel Marketing Approach


Multi Channel Marketing Model


Multi Channel Marketing Approach

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

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