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.

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 and indirect channels (with partner firms). Compare: Bricks and Clicks.

Special Interest Group - Multi Channel Marketing (Multi Channel Strategy) Special Interest Group (77 members)

Forum - Multi Channel Marketing (Multi Channel Strategy)   In the forum section you will find recent discussions within this knowledge area.   Build Strategic Partnerships as Marketing Channels (1 reactions) We can build a strategic partnership to be a marketing chann...           How to Use Social Media in the Sales Process When we use an appropriate type of social media, this could ...           Omnichannel Retailing: Tips and Best Practices Omnichannel is a multichannel sales approach that aims to pr...           Channel Marketing Strategies of Software Firms (1 reactions) I am looking for more information about channel marketing an...           What is Global Distribution in Marketing? Can anybody give a good definition of global distribution, w...

Best Practices - Multi Channel Marketing (Multi Channel Strategy) In the best practices section you will find the best forum discussions within this knowledge area.

Expert Tips - Multi Channel Marketing (Multi Channel Strategy) In the expert tips section you will find advices from experts within this knowledge area.   Identifying the Causes of Channel Conflict Avoiding Pitfalls in Multi-Channel Marketing...       Measuring the True Effectiveness of Multiple Advertising Channels Advertising Effectiveness...       5 Strategic Best Practices for Mixed Physical-Digital Businesses Bricks and Clicks Strategy, Clicks and Mortar Strategy, Mixed Digital-Physical, Digical Mashup...

Resources - Multi Channel Marketing (Multi Channel Strategy) In the Resources section you will find powerpoint presentations, micro-learning videos, articles, news items, etc. within this knowledge area. Media Selection: Media Characteristics, Types, Advantages and Disadvantages Mass Media, Media Selection, Channels, Advertising, Media Types, Media Scheduling...   Channel Power in Multi-Channel Environments Multi Channel Marketing...   The Internet / Social Media Revolution Social Media, Internet Strategy, Internet Impact, Digital Revolution...   The 2 Worlds of Marketing and Sales Making Sales and Marketing Work Together, Understanding the Differences...   Multi Channel Communications Multi Channel Marketing, Management...   Multi Channel Marketing Diagram Multi Channel Marketing...     News about Multi Channel Marketing Model         News about Multi Channel Marketing Approach         Videos about Multi Channel Marketing Model         Videos about Multi Channel Marketing Approach         Presentations about Multi Channel Marketing Model         Presentations about Multi Channel Marketing Approach         Books about Multi Channel Marketing Model         Books about Multi Channel Marketing Approach         More about Multi Channel Marketing Model         More about 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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