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
Forum discussions about Multi Channel Marketing (Multi Channel Strategy). Below you can ask a question about this topic, share your experiences, report a new development, or explain something.
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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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Multi Channel Communications Multi Channel Marketing, Management Short presentation about multi channel marketing, including:
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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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