In recent months, much of my work has been centred around that of Channel Marketing and I cover specifically that of what we call “Multi Channel Marketing” which is being expected and demanded by the end user customer more and more these days. So – why Multi Channel Marketing ? one may ask. Well it is for the exact reason that is has been shown that many people will not end up purchasing a product until they have heard about it through a number of different sources or what we call marketing channels.
This is why it is so important not to focus all your marketing efforts just on one channel, such as :-
- Print Advertising
- Word of moout
- or even Television Advertising.
There are so many different marketing channels that are available for any company to make use of in order to a) promote its products and services and b) to actually deliver given products and services into the hands of customers, with that said it is advisable to make the efforts to divide up and spread out company advertising and marketing efforts and making use that multiple marketing channels are used. This is particularly true when we speak of digital marketing; this in itself is a marketing channel that can readily be further sub divided into sub digital marketing channel through which specific and targeted marketing messages can be pushed.
Looking into multi channel marketing further, another reason why companies may well want to look deeper into making use of multi channel marketing a key component of their top level business development strategies is the fact that different channels are likely to reach different target market segment customers. One simple classification can be made with the use or non use of digital marketing; it is clear that some customers that may wish to be reach may spend a lot of time on the internet, whilst a certain segment of the population may not want to or care for using computers in their everyday lives.
When it comes to the topic of direct marketing; the evidence shows that some people just tend to throw away direct marketing mail items without even looking at them, while others always look to see what type of deal are on offer from the company in question.
The points above are made in order to illustrate the fact that by using multiple marketing channels companies will be able to reach more people in total with their product and service offering messages. Of course with any coherent marketing strategy development and execution appropriate research into the desired target market in advance will determine which types & classfications of channel marketing to make use of. Marketing professionals will then be able to determine which channels to market are more likely to reach the client that they are attempting to reach.
When it comes to online internet and digital marketing [search engine and social media] methods this can a great way to reach those that are known to be tied to their technologies that continually interface with the internet, on the internet there will be certain clients [all of this would be defined within the definition of the ideal client profile for the business] while more traditional print, radio, and television advertising might be better methods for reaching those that are maybe more elderly or prefer not to be using the internet as often as other target market clients.