Multichannel marketing

Multichannel marketing

Multichannel marketing is marketing using many different marketing channels to reach a customer.[1] In this sense, a channel might be a retail store, a web site, a mail order catalogue, or direct personal communications by letter, email or text message. The objective of the companies doing the marketing is to make it easy for a consumer to buy from them in whatever way is most appropriate. To be effective multichannel marketing needs to be supported by good supply chain management systems, so that the details and prices of goods on offer are consistent across the different channels. It might also be supported by detailed analysis of the return on investment from each different channel, measured in terms of customer response and conversion of sales. Some companies target certain channels at different demographic segments of the market or at different socio-economic groups of consumers.

MultiChannel marketing allows the retail merchant to reach its prospective or current customer in a channel of his/ her liking. [2]

References

  1. ^ Rangaswamy, Arvind; Gerrit H. Van Bruggen (Spring 2005). "Opportunities and challenges in multichannel marketing:". Journal of Interactive Marketing. http://publishing.eur.nl/ir/repub/asset/15060/OpportunitiesandChallenges_2005.pdf. 
  2. ^ Schierholz, Ragnar; Susanne Glissmann, Lutz M. Kolbe, Walter Brenner, Alexander Ostrowski (2006). "Don’t call us, we’ll call you – Performance Measurement in Multi-Channel Environments". Journal of Information Science and Technology. http://web.iwi.unisg.ch/org/iwi/iwi_pub.nsf/wwwPublYearEng/7D344EBEB30F6D2EC1257225002CEDA8/$file/Don%27t%20call%20us,%20we%27ll%20call%20you%20-%20camera%20ready.pdf. 

Multi-Channel Marketing


Wikimedia Foundation. 2010.

Игры ⚽ Поможем сделать НИР

Look at other dictionaries:

  • Multichannel-Marketing — oder Multikanalstrategie ist der strategische Ansatz des Handels und der Dienstleister, die (potenziellen) Konsumenten auf mehreren verschiedenen Wegen zu erreichen und ist die konsequente Fortsetzung der Nutzung unterschiedlicher Werbekanäle nun …   Deutsch Wikipedia

  • multichannel marketing — Marketing one s products or services using two or more marketing channels, often to reach more than one market segment (see market segmentation). Retail chains, for example, besides using the shops to distribute their products, quite often also… …   Big dictionary of business and management

  • Multichannel — may refer to: Multichannel audio, i.e. Stereophonic sound, namely two channel audio Surround sound, more than two channels though still technically stereo Ambisonics, a studio or live way of recording with many channels Multichannel Multipoint… …   Wikipedia

  • Multichannel News — is a magazine and Web site published by NewBay Media that covers multichannel television and communications providers, such as cable operators, satellite television firms and telephone companies, as well as emerging Internet video and… …   Wikipedia

  • Marketing operations — Key concepts Adobe • Automation • Benchmarking Best Practices • Budget Cisco Systems • CMO Data Privacy • Data Quality Data Warehouses • Database Marketing Demand Generation Digital Asset Management Enterprise… …   Wikipedia

  • Multichannel retailer — A multichannel retailer is a company that sells directly to the public via more than one distribution channel. Most multichannel retailers sell through mail order catalogs and brick mortar retail stores. Some multichannel retailers sell online as …   Wikipedia

  • marketing — /mahr ki ting/, n. 1. the act of buying or selling in a market. 2. the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling. [1555 65;… …   Universalium

  • Marketing Science Institute — Founded in 1961, the Marketing Science Institute (MSI) is a corporate membership based organization dedicated to bridging the gap between marketing theory and business practice. Leading researchers from universities worldwide participate in MSI… …   Wikipedia

  • Closed Loop Marketing — (Marketing en Circuito Cerrado) o CLM se refiere al proceso e interacción de mensajes en forma bidireccional con los clientes. Los mensajes de marketing y diversos materiales son presentados al cliente según preferencias previamente obtenidas, o… …   Wikipedia Español

  • Closed loop marketing — refers to a loop of two way messaging with customers. Marketing messages and materials are pushed to the customer based upon insights on customer preferences, or accessed in a self service model. Based on data gathered during the interaction, a… …   Wikipedia

Share the article and excerpts

Direct link
Do a right-click on the link above
and select “Copy Link”