Multi-channel marketing is the ability to interact with potential customers on various platforms. In this sense, a channel might be a printed piece, a mailer, an email blast, or even a social media post. In the most simplistic terms, Multi-channel marketing is about choice.
Multi-channel marketing is important for the simple reason that you must be where your customers are. And they are everywhere. If you need another reason, consider Multi-channel customers spend three to four times more than single-channel customers do.
There’s no doubt that customers today have much more control over the buying process than marketers do. Thanks to the proliferation of available channels, customers have more choices than ever when it comes to how they want to get information.
Today there are more ways to reach customers – both in terms of number and variety of channels – than we could have imagined not so long ago. And as the number of channels continues to rise – and it will – the need to embrace multi-channel marketing will become not only a good idea, but a critical one.
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