1. Multi-channel marketing definition
Multi-channel marketing (also known as cross-channel marketing) is the practice of using multiple channels to reach customers. This makes it easy for customers to complete desired conversions on whatever medium (method) that they are most comfortable with.
Nowadays, in modern marketing era, there are many channels that a business can take advantage of in order to reach potential customers. These might include: retail storefronts, PPC (Pay-per-click) and other online marketing, website (including content marketing/blogging), direct email, email marketing, mail order catalogs, mobile marketing.
2. Benefits of multi-channel marketing
More attention: having your foot in so many doors means you will get more customers and brand recognition.
Customer can use their favorite medium: giving people choices regarding what they will interact with your business means they can use the medium they are most comfortable with, increasing your opportunities of seeing completed conversions.
More touch points: having more touch points in your marketing funnel allows you to collect more data. This data can help you develop a better understanding of where your promotions work best and measure your success.
Your brand stays consistent: Using multi-channel marketing means your brand can stay consistent across mediums, because you are managing your business's reputation across all areas.
3. Drawbacks of multi-channel marketing
Your business may prefer a specific channel: there may be one medium that you prefer, but with multi-channel marketing, you loose the control of funneling users to one specific medium. For example, a good salesman can usually obtain more sales with a telephone conversation than a web site can by encouraging cross sales. Many users prefer to order online, but would phone sales get more conversions?
More moving parts to manage: with so many channels and so little time, it can feel overwhelming trying to harness your multitude of mediums. Successful multi-channel marketing also means managing cross-promotions and using integrated marketing so that different channels work in tandem with one another.
Increase time and expense: Since there’s so much more to manage with multi-channel marketing, you’ll likely have to devote more time, and may even need to hire additional staff members.
By: VSHR Digital Media