Sunday, June 12, 2016

How to Make Multichannel Marketing Work

Multichannel marketing can help brands reach their audiences 

As consumers spend more time across a broader number of devices and channels, the case for multichannel marketing has never been clearer. But few companies are capable of integrating the required data sources, technologies and departments to make omnichannel marketing work, as explored in a new eMarketer report, “Making Multichannel Marketing Work Four Tactics Required for Omnichannel Success.” 

Multichannel marketing can be defined simply as using multiple touchpoints to reach audiences. Given the general nature of the description, it is not uncommon to find it applied in vastly different ways. One marketer may describe the coordination of digital-only efforts as multichannel, while another might assume that merely maintaining a presence in multiple channels qualifies.

More seasoned marketers understand that multichannel marketing isn’t just about executing in multiple channels but integrating them. This more holistic, omnichannel definition that includes online and offline channels is now the norm, as are hopes for its implementation. (In this vein, eMarketer considers this type of multichannel marketing analogous to omnichannel marketing and uses the terms interchangeably throughout this report.) A September 2015 survey by the PR Council and Association of National Advertisers (ANA) found that a truly integrated marketing strategy was far and away the top priority of US senior marketers.
Full Article Here

1 comment:

Suseela Susiee said...

Great and useful article. Creating content regularly is very tough. Your points are motivated me to move on.

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