Multi Channel Marketing | Multi Channel Strategy

Knowledge Center

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

• 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.

Forum New Topic Forum about Multi Channel Marketing (Multi Channel Strategy). 🔥 NEW Trends in Omnichannel Marketing Omnichannel Marketing is slowly converting into a mainstream practice. Kotler et al, in Marketing 4.0 suggest following (...) 4   How to Use Social Media in the Sales Process When we use an appropriate type of social media, this could benefit particular steps in the sales process. In order to d (...) 4   Omnichannel Retailing: Tips and Best Practices Omnichannel is a multichannel sales approach that aims to provide customers with a seamless shopping experience across a (...) 3   Channel Marketing Strategies of Software Firms I am looking for more information about channel marketing and what could be strategies used by software companies. Thank (...) 2   1 comments What is Global Distribution in Marketing? Can anybody give a good definition of global distribution, what factors it considers, and in what way it is done? W (...) 1   Start a new forum topic about Multi Channel Marketing (Multi Channel Strategy). More info. Share your opinion, knowledge and experience or ask a question (sign up for free first)

Best Practices Sign up The top-rated topics about Multi Channel Marketing (Multi Channel Strategy). Here you will find the most valuable ideas and practical suggestions. Build Strategic Partnerships as Marketing Channels We can build a strategic partnership to be a marketing channel. Recently, many businesses are creating relationships wit (...) 37   1 comments

Expert Tips Sign up Advanced insights about Multi Channel Marketing (Multi Channel Strategy). Here you will find professional advices by experts. 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 (...)

Information Sources Sign up 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. 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 (...) 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 (...) 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 (...) 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. (...) Multi Channel Communications Multi Channel Marketing, Management Short presentation about multi channel marketing, including: 1. Definition of multi-channel marketing 2. Channel optio (...) Multi Channel Marketing Diagram Multi Channel Marketing Download and edit this 12manage PowerPoint graphic for limited personal, educational and business use. Republishing in (...)

Research Links Sign up Automatically jump to further useful sources regarding Multi Channel Marketing (Multi Channel Strategy). News Videos Presentations Books More

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

Return to Management Hub: Communication & Skills  |  Marketing

More Management Methods, Models and Theory