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
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
Limitations of Multi Channel Marketing. Disadvantages
Multi Channel Marketing (Multi Channel Strategy) Special Interest Group.

Special Interest Group (83 members)
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Forum about Multi Channel Marketing (Multi Channel Strategy).
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NEW Trends in Omnichannel Marketing
Omnichannel Marketing is slowly converting into a mainstream practice. Kotler et al, in Marketing 4.0 suggest following ...
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The top-rated topics about Multi Channel Marketing (Multi Channel Strategy). Here you will find the most valuable ideas and practical suggestions.
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Expert Tips
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Advanced insights about Multi Channel Marketing (Multi Channel Strategy). Here you will find professional advices by experts.
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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...
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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, ...
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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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Information Sources
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Various sources of information regarding Multi Channel Marketing (Multi Channel Strategy). Here you will find powerpoints, videos, news, etc. to use in your own lectures and workshops.
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Media Selection: Media Characteristics, Types, Advantages and Disadvantages Mass Media, Media Selection, Channels, Advertising, Media Types, Media Scheduling This presentation elaborates the concept of media, related to consumer behaviour and businesses. The presentation includ...
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Channel Power in Multi-Channel Environments Multi Channel Marketing Paper by Sonja Gensler, Marnik G. Dekimpe and Bernd Skiera. In the literature, little attention has been paid to instanc...
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The Internet / Social Media Revolution Social Media, Internet Strategy, Internet Impact, Digital Revolution Video shows how fast social media is growing. And gives a clear status of the position of social media by 2014.
Great s...
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The 2 Worlds of Marketing and Sales Making Sales and Marketing Work Together, Understanding the Differences Funny explanation of Marketing and Sales by contrasting and comparing them with short sketches....
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Multi Channel Communications Multi Channel Marketing, Management Short presentation about multi channel marketing, including:
1. Definition of multi-channel marketing
2. Channel optio...
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Multi Channel Marketing Diagram Multi Channel Marketing Download and edit this 12manage PowerPoint graphic for limited personal, educational and business use.
Republishing in ...
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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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