A growing number of vendors help companies market their products and services across multiple channels. Emarsys is one example.
A growing number of vendors help companies market their products and services across multiple channels. Emarsys is one example.

Multichannel marketing is the practice of engaging with consumers across different channels, such as websites, mobile apps, brick-and-mortar stores, mail order catalogs, and even promotional events.

Why Multichannel Marketing?

Retailers typically have prospects on many potential channels. Some prospects, for example, prefer online shopping, others prefer physical stores, while others enjoy catalogs. The more channels targeted by a retailer, the higher the probability of closing sales. The following are key benefits of multichannel marketing.

  • Greater consumer interaction. Different consumers prefer different channels to engage with a business. If a consumer prefers shopping on a smartphone, marketing via a mobile app will likely lead to better engagement with that shopper. Retailers can analyze response rates across channels and then can update their single-view database for the specific channel(s) preferred by a shopper.
  • Targeted messaging. Retailers cannot use the same marketing message across different channels. For example, the message for a marketing email (to drive traffic to a website) cannot be used on an ad in a shopping mall. The message should be targeted to the channel.
  • Improved retention. Seeing a brand name repeatedly helps us remember it. The same applies to multichannel marketing, as consumers could see a message online, in a catalog, on television, or attending a trade show, as…