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Multi-Channel Marketing 101- Definition & Importance

Posted by Brian Berg Google+


Multi-channel marketing is the practice of using multiple channels to reach customers should it be online, print, radio or a consumer mailing list. In addition to allowing businesses to reach customers through different mediums, multi-channel marketing also makes it easy for customers to complete desired conversions on whatever medium they are most comfortable with.  Multi-channel marketing lets the user decide, giving them a choice.


In today’s modern marketing era, there are many channels a business can take advantage of in order to reach potential customers. These channels include:

·         Retail store

·         PPC

·         Website

·         Direct Mail; Consumer Mailing List

·         Email

·         Mail order catalog

·         Mobile


This huge assortment of marketing channels means that your potential customers could anywhere and you need to be where they are.  As the number of potential marketing channels grows even further, designing multi-channel marketing campaigns will continue to be key for reigning in top-tier customers.


While technically multichannel marketing, at its most basic understanding, is about simply marketing across different channels, the greatest success comes from creating cohesive cross-channel marketing strategies.  This seamless approach to marketing across various channels guides potential customers towards engagement and moves them down the funnel.


Mashable reported last year that 72% of consumers prefer an integrated marketing approach, yet some businesses are still hesitant to dive into cross-channel marketing.  The key is to avoid the silo mentality, your channel campaigns should be integrated together.


Did you know that multi-channel customers spend three to four times more than single-channel customers?  Don’t let those valuable users slip through the cracks. Learn how to incorporate multi-channel marketing into your mix by calling a BB Direct data expert at (866) 501-6273(866) 501-6273.